SURGE

Client:

COCA-COLA

Project:

Brand name

1/2

Coca-Cola decided to go head-to-head with Mountain Dew, launching a new caffeinated soft drink. But taking on the iconic brand required a name that would disrupt the CSD segment. Going full-on with attitude and intensity, we created the name Surge. Then, just a few years before the energy drink boom, the product was withdrawn by Coca-Cola.

While the original teen and young-adult male target audience grew up, it turns out their desire for Surge did not wane. A consumer-coordinated Surge Movement demonstrated unprecedented audience devotion and dedication, convincing company executives to reintroduce Surge in mid-2014. Both the brand and the loyalists are enjoying the comeback!

Brands

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6-littlebites
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8-skinctive
9-nicoderm
5-lifewtr
10-prego
12-well-yes!
3--born-sweet-zing
14-roc-logo
11-nyc-sbs-design-lab
15-zengut
md
NEJM-LOGO
norvir-LOGO
1-alli
13-pure-leaf
ethicon-LOGO
6-littlebites
4-maybelline
8-skinctive
9-nicoderm
5-lifewtr
10-prego
12-well-yes!
3--born-sweet-zing
14-roc-logo
11-nyc-sbs-design-lab
15-zengut
md

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