Urge (soft drink)
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| Type | Citrus soda |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Distributor | Coca Cola Norway |
| Country of origin | Norway |
| Introduced | May 1996 |
| Color | Carotene E160a |
| Variants | Surge, Urge Intense |
| Related products | Vault |
| Website |
Urge Intense Urge |
Urge is a citrus flavored soft drink produced by Coca-Cola Norway that was first introduced in Norway in 1996, and later in Denmark and Sweden. It is the predecessor of the American soft drink Surge, which was introduced in the USA in 1997. Urge was discontinued in Denmark and Sweden in 2001. In Norway, Urge sales increased greatly over the years reaching a market share near 10% despite receiving no marketing since its initial launch.
Urge was available in Norway in 0.5 L and 1.5 L bottles, and later also in 0.33 L cans, but in Q1 of 1999 the 1.5 L bottles were taken off the market due to unsatisfactory sales. The cans also vanished from the market a few years later, leaving only the 0.5 L bottles. however, Urge 1.5 L bottles were relaunched to the Norwegian market on September 1, 2008. The relaunch is credited to a massive campaign by the consumers on the internet community Facebook. It has a sugar content of 68 grams per 0.5 L bottle. In 2017, the 330ml cans returned to store shelves.
An energy drink version, Urge Intense, was launched in Q1 2009. It comes in 0.5L cans and has a caffeine content of 32 mg per 100 ml. A raspberry flavored version ("Red Sting") was released from April 2010 to the first quarter of 2012. In May 2012 an orange flavored version was launched ("Inferno") which has since been discontinued. In 2013 a mango flavored version ("Wild Mango") was released.
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