Surge (drink)

Surge

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The file above's purpose is being discussed and/or is being considered for deletion. See files for discussion to help reach a consensus on what to do. Left: 1997–99 and 2014–present logo Right: 1999–2006 logo
Type	Citrus soda
Manufacturer	The Coca-Cola Company
Country of origin	United States
Introduced	February 7, 1997 2014 (Amazon-exclusive) 2015-present
Color	Light Green
Related products	Citra/Fanta Citrus Mello Yello Mountain Dew Sprite Sun Drop Urge Vault

Surge (sometimes styled as SURGE) is a citrus flavored soft drink first produced in the 1990s by The Coca-Cola Company to compete with Pepsi's Mountain Dew. Surge was advertised as having a more "hardcore" edge, much like Mountain Dew's advertising at the time, in an attempt to lure customers away from Pepsi. It was originally launched in Norway as Urge, and was so popular that it was later released in America as Surge. Lagging sales caused production to be ended in 2006 for most markets, and by 2014 Norway was the last country where either Urge or Surge were still sold.

However, popular fan bases such as Facebook's "SURGE Movement" led Coca-Cola to re-release the soft drink on September 15, 2014 for the US market via Amazon Prime in 12-packs of 16 oz. cans. Following a test-market for the beverage in the Southeastern United States in early 2015, Surge was re-released primarily in convenience stores in the Eastern United States and some Mountain states in September 2015.

In 1997, Coca-Cola started production of Surge in the United States, with its original whitepaper name being "MDK," or "Mountain Dew Killer." It was developed to converge with Mello Yello as a means of slowing Mountain Dew growth. Coke's attempts to draw users away with divergent products like OK Soda or with similar ones like Mello Yello had not succeeded. Surge was intended to improve on Mountain Dew by using maltodextrin for a longer-lasting blast of energy and with bolder, brighter presentation. Its release was accompanied by a $50 million nationwide marketing campaign that led to high sales and popularity. A few years after the release, sales began to slip. Surge continued to be sold in vending machines, bottles, cans and as a fountains drink until its eventual discontinuation in 2006.

While preparations for the US launch were underway, a cry for help came in from the Norwegian Division, who were battling a successful launch of Mountain Dew in their market. Because the Surge brand was already registered by another firm, the product was launched as "Urge". Local food regulation prevented the bright green color being used, so it was launched with a pale, more natural juice drink look and given a slight orange taste to match the flavor with the color.