Surge (drink)

Last updated

Surge
Surge logo.png
TypeCitrus soda
Manufacturer The Coca-Cola Company
Country of origin United States
IntroducedFebruary 7, 1997;27 years ago (1997-02-07) (original run)
2014;10 years ago (2014) (Amazon-exclusive; revival)
2015;9 years ago (2015) (Eastern United States)
August 2018;6 years ago (2018-08) (all Burger King and McDonald's Coca-Cola Freestyle machines)
Discontinued2003;21 years ago (2003) (original run)
ColorLight 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 in 1996, and was so popular that it was released in the United States as Surge in 1997. Lagging sales caused production to be ended in 2003 for most markets. [1]

Contents

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-US-fluid-ounce (470 mL) cans. [2] 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.[ citation needed ] Surge was re-released internationally in September 2018 in Burger King restaurants in the Coca-Cola Freestyle machines.

History

Early years

Urge: the Norwegian variant of Surge Urge.jpg
Urge: the Norwegian variant of Surge

Surge, under the name of Urge, was first launched on the Norwegian market as a test product on April 22, 1996. [3] It was first formally unveiled[ where? ] by Coca-Cola on December 16, 1996. Prior to production, its original white paper name was "MDK," or "Mountain Dew Killer", [4] as 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.

While preparations for the US launch were underway, the Norwegian branch of Coca-Cola was battling a successful launch of Mountain Dew in their market.[ citation needed ] Because the Surge brand was already registered by another firm,[ citation needed ] the product was launched as "Urge" and bottled by Ringnes, bottler of other Coca-Cola products at the time. [5] It was seen as a competitor of the Norwegian orange soda Solo, also bottled by Ringnes. [6] The Norwegian market was chosen as a test market due to high consumption of carbonated beverages – then fifth worldwide – and its small population, making it easy to get feedback quickly. [3] [7]

Local food regulation prevented the bright green color from 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.[ citation needed ] The label's color was described as "grungy green and orange", which were noted as being fashionable at the time. [3]

The product sold well, particularly among the 12–19 age group, leading to its worldwide release. By the end of January 1997, the product had reached 2.2% market share in Norway. [7] [8] The sale of Surge in North America began on January 13, 1997, when the drink was released to 140 markets across the United States. 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, and 5-foot-7-inch-tall (1.70 m) promotional coolers. The Surge coolers were placed in high traffic areas in gas stations as a key promotion to push sales away from competitors coolers in the back of stores all over the United States. Surge could be found in cans and fountain drinks until its eventual discontinuation in 2003. [1] [9]

Until September 15, 2014, when Coca-Cola re-released Surge, Norway was the only country where one could still buy a similar soft drink in any form, as the original Surge recipe was still popular there. [10]

Surge was widely associated with the extreme sports lifestyle, with television commercials similar to those used by Mountain Dew at the time. [11] The drink was also prominently advertised by World Championship Wrestling, with product placement on WCW Monday Nitro and pay-per-view. Coca-Cola also used provocative catchphrases to market Surge to extreme sports enthusiasts and teenagers alike. Some of these catchphrases included "Feed the Rush", "Life's a Scream" and the references to Surge as "A Fully Loaded Citrus Soda." Further touted was that Surge had a considerable number of carbohydrates, hence the "with carbos" tagline that was occasionally used in the marketing campaigns to emphasize the fact that Surge was supposed to be more than a soda, but an energy drink as well. [12]

After its inception, Surge's logo was updated and redesigned to a sharper and more modern look by graphic designer and marketer Colin Nekritz. [4]

Trademark

In 1997 Coca-Cola settled a trademark dispute with Babson Bros., an industrial cleaning product company whose cow-milking machine has been known as Surge since 1925. [13]

Revival

After the discontinuation of Surge in cans, a community was formed by web designer Eric "Karks" Karkovack entitled "Save Surge". The community initially mapped the locations at which Surge could be purchased in fountain form. Upon cancellation of the fountain syrup, the community continued, adopting an approach of activism that led to the creation of the citrus soda Vault in June 2005. [12] After Vault's release, Karkovack announced the closure of SaveSurge.org. Vault was discontinued in 2011.

As a result of Vault's discontinuation, a group was started on Facebook by Evan Carr called the "Surge Movement". The group repeatedly posted requests on Coca-Cola's Facebook page, and encouraged its members to call Coca-Cola's consumer affairs hotline at 1-800-GET-COKE to voice their desires further, once every month. The movement gained around 200,000 Facebook "likes" in the months after it was started and continues to grow. [14]

On September 15, 2014, Surge was re-released as an Amazon.com exclusive in packs of twelve 16-US-fluid-ounce (470 ml) cans. [15]

On February 10, 2015, Coca-Cola announced that it had begun test-marketing Surge with independent resellers and vending machines across the Southeast United States. The test run ended in late-May 2015.[ citation needed ] Two months later, Coca-Cola announced that it was preparing for a large-scale Surge retail release across the Eastern United States. Surge was re-released at convenience stores across the Eastern United States on September 7, 2015.[ citation needed ]

In August 2018, Surge became available in Coca-Cola Freestyle machines, exclusively at Burger King. [16] It is available in several varieties, including Cherry, Grape, Vanilla, and Zero Sugar. [17]

Slushy versions

In 1999, 7-Eleven introduced a Surge-flavored Slurpee.

On November 16, 2015, Burger King restaurants released a slushy version of the beverage called "Frozen Surge" as a limited edition slushy. Burger King reintroduced it in their restaurants as a fountain drink in August, 2018 [18]

In late 2016, Valero Corner Stores partnered with Icee to release an Icee form of Surge at select locations.

On January 11, 2017, Cinemark Theatres released a slushy version of the beverage called "Surge Frozen" for a limited time before being discontinued in spring 2017.

Formulation

Comparisons of Surge have been made to a later Coca-Cola product, Vault, which was first released in 2005—around two years after the discontinuation of Surge. Vault has also been discontinued as of December 2011. The two drinks are noted to have had similar taste, although Vault contained higher levels of caffeine at 70.5 mg per 12 fl. oz serving (equivalent to 199 mg/L) and contained artificial flavors in its recipe. The caffeine content of Surge was comparable to that of other citrus soft drinks in the American market during its time at 51 mg per 12 fl. oz serving (144 mg/L). [19]

Below is a listing of the ingredients of Surge, per the label on the canned and bottled versions, as well as the ingredient listings from both a Surge fountain syrup box, and a Surge frozen carbonated beverage (FCB) box. All four differ slightly; however, more information regarding the Surge formulation can be gleaned from both syrup variations, as they were to be mixed using a ratio of 4.4 parts cold, carbonated water to 1 part syrup. [20]

Surge can/bottle (1997—2006) [21] Surge fountain syrup [22] Surge FCB syrup [20] Surge can (2014) [23] Urge [24]
Carbonated water High-fructose corn syrup and/or sucroseHigh fructose corn syrup and/or sucroseCarbonated waterCarbonated water
High-fructose corn syrup and/or sucrose WaterWaterHigh-fructose corn syrupSugar
Maltodextrin
Citric acid
Natural flavors Orange juice concentrate
Orange juice concentratePotassium sorbate
Potassium benzoate Potassium benzoate Yucca extract Potassium benzoateSodium citrate
EDTA and erythorbic acid EDTA and erythorbic acid Quillaia Potassium citrateFlavoring
Potassium citrate Potassium citratePotassium benzoateCaffeineCaffeine
Caffeine CaffeineEDTA and erythorbic acid Calcium disodium EDTA Ascorbic acid
Yellow #5 Yellow #5Potassium citrateYellow #5 Beta-carotene
Yellow #6 Yellow #6CaffeineYellow #6Carob bean gum
Carob bean gum Carob bean gumYellow #5Carob bean gum
Blue #1 Blue #1Yellow #6Blue #1
  Carob bean gum 
  Blue #1 

See also

Related Research Articles

<span class="mw-page-title-main">Cola</span> Carbonated soft drink

Cola is a carbonated soft drink flavored with vanilla, cinnamon, citrus oils, and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked brand, in 1886, which was imitated by other manufacturers. Most colas originally contained caffeine from the kola nut, leading to the drink's name, though other sources of caffeine are generally used in modern formulations. The Pemberton cola drink also contained a coca plant extract. His non-alcoholic recipe was inspired by the coca wine of pharmacist Angelo Mariani, created in 1863.

<span class="mw-page-title-main">Mountain Dew</span> Soft drink brand

Mountain Dew, stylized as Mtn Dew in some countries, is a soft drink brand, produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and the distribution expanded across the United States and Canada.

<span class="mw-page-title-main">Coca-Cola Vanilla</span> Vanilla-flavored cola

Coca-Cola Vanilla is a vanilla-flavored version of Coca-Cola, introduced in 2002 but subsequently discontinued in North America and the United Kingdom in 2005, though it remained available at certain fountain outlets. It was relaunched in the US in 2007, in Denmark in 2012, the UK in 2013 and Canada in 2016. Vanilla Coke has been available in Australia since its initial introduction in 2002, being produced by Coca-Cola Europacific Partners. Originally announced as a limited edition in the UK, it became permanent for several years; however, Vanilla Coke was again discontinued in the UK in Summer 2018, though Diet Vanilla Coke and Coke Vanilla Zero remain available.

<span class="mw-page-title-main">Fresca</span> Branded diet citrus soft drink

Fresca is a grapefruit-flavored citrus soft drink created by The Coca-Cola Company. Borrowing the word Fresca from Italian, Spanish, and Portuguese, it was introduced in the United States in 1966. Originally a bottled sugar-free diet soda, sugar sweetened versions were introduced in some markets.

Sierra Mist was a lemon-lime flavored soft drink line introduced by PepsiCo in 1999. By 2003 it was available in all US markets.

<span class="mw-page-title-main">Fruitopia</span> Fruit-flavored drink made by the Coca Cola Company

Fruitopia is a fruit-flavored drink introduced by the Coca-Cola Company's successful Minute Maid brand in 1994 and targeted at teens and young adults. According to New York Times business reports, it was invented as part of a push by Minute Maid to capitalize on the success of Snapple and other flavored tea drinks. The brand gained substantial hype in the mid-1990s before enduring lagging sales by the decade's end. While still available in Canada and Australia as a juice brand, in 2003, Fruitopia was phased out in most of the United States where it had struggled for several years. However, select flavors have since been revamped under Minute Maid. Use of the Fruitopia brand name continues through various beverages in numerous countries, including some McDonald's restaurant locations in the United States, which carry the drink to this day.

<span class="mw-page-title-main">Vault (drink)</span> Carbonated beverage

Vault was a sweetened energy drink and carbonated beverage that was released by The Coca-Cola Company in June 2005 and marketed until December 2011. It was touted as an artificially flavored hybrid energy soda. Coca-Cola was marketing Vault as a combination with the slogan "Drinks like a soda, kicks like an energy drink," as well as "The Taste. The Quench. The Kick." "Get it done, and then some", "Chug & Charge", and "Get to it!".

<span class="mw-page-title-main">Full Throttle (drink)</span> Energy drink brand

Full Throttle is an energy drink brand produced by Monster Beverage. It debuted in late 2004 in the United States and Canada under its former owner The Coca-Cola Company. It is known for its sponsorship of National Hot Rod Association competitions from 2008 to 2012.

<span class="mw-page-title-main">Hi-C</span> Fruit juice-flavored soft drink

Hi-C is an American fruit juice-flavored drink made by the Minute Maid division of The Coca-Cola Company. It was created by Niles Foster in 1946 and released in 1947. The sole original flavor was orange.

<span class="mw-page-title-main">Urge (drink)</span> Citrus flavored soft drink

Urge is a citrus-flavored soft drink produced by Coca-Cola Norway that was first introduced in the country in 1996, and later on was released in Denmark and Sweden. It is the predecessor of the American soft drink Surge, which was introduced in the US 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.

<span class="mw-page-title-main">Slushy</span> Flavored frozen drink

A slushy is a type of beverage made of flavored ice and a drink, similar to granitas but with a more liquid composition. It is also commonly called a slush, slurpee, frozen beverage, or frozen drink. A slushie can either be carbonated or non-carbonated; the carbonated version is sometimes called a frozen carbonated drink or frozen carbonated beverage.

Kick was a citrus-flavored soft drink product by Royal Crown Company, Inc. introduced to the market in 1965.

<span class="mw-page-title-main">Cherry cola</span> Soft drink

Cherry cola, a distinctive soft drink blend of cherry-flavored syrup and cola, traces its roots to the United States, where it gained prominence in the realm of soda beverages. The origins of this concoction can be situated within the nostalgic ambiance of old-fashioned soda fountains, where it has been consumed by consumers for years.

<span class="mw-page-title-main">Coca-Cola Freestyle</span> Touch screen soda fountain

Coca-Cola Freestyle is a touch screen soda fountain introduced by The Coca-Cola Company in 2009. The machine features 165 different Coca-Cola drink products, as well as custom flavors. The machine allows users to select from mixtures of flavors of Coca-Cola branded products which are then individually dispensed. The machines are currently located in major Coca-Cola partners and retail locations as a part of a gradual and ongoing deployment.

<span class="mw-page-title-main">Pepsi-Cola Made with Real Sugar</span> Soft drink brand

Pepsi-Cola Soda Shop Made with Real Sugar, originally named Pepsi Throwback and Pepsi Made with Real Sugar and still branded that way in some international markets, is a soft drink sold by PepsiCo. The drink is flavored with cane sugar and beet sugar instead of the sugar substitute high-fructose corn syrup that has been used in the standard version of Pepsi within North America since the 1980s.

References

  1. 1 2 "Why Mountain Dew Has No Reason To Fear The Return Of Surge". The Huffington Post. September 16, 2014. Retrieved April 8, 2016.
  2. ↑ Maheshwari, Sapna (September 15, 2014). "Coca-Cola Is Bringing Surge Back". BuzzFeed . Retrieved September 15, 2014.
  3. 1 2 3 "Lysegrønsj bestselger". Finnmark Dagblad (in Norwegian). No. 170. Hammerfest. July 26, 1996. p. 11. Retrieved August 9, 2024– via National Library of Norway.
  4. 1 2 Nekritz, Colin. "A Logo is More than a Logo – Surge Soda" . Retrieved November 26, 2013.
  5. ↑ "Håper fortsatt på jobb i Ringnes". Øvre Smaalenene (in Norwegian). June 26, 1996. p. 9. Retrieved August 9, 2024– via National Library of Norway.
  6. ↑ "Ringnes svarer med ny drikk". Arbeiderbladet (in Norwegian). Oslo. June 20, 1996. p. 7. Retrieved August 9, 2024– via National Library of Norway.
  7. 1 2 "Testet ny drikk i Norge". Arbeiderbladet (in Norwegian). January 28, 1997. p. 14. Retrieved August 9, 2024– via National Library of Norway.
  8. ↑ "Coca-Cola økte 40 prosent". Arbeiderbladet (in Norwegian). Oslo. January 28, 1997. p. 15. Retrieved August 9, 2024– via National Library of Norway.
  9. ↑ "SaveSURGE.org - Dedicated to the preservation of SURGE - The Fully Loaded Citrus Soda! surge cola, surge soda, save surge, urge, fully loaded citrus soda". Archived from the original on December 17, 2002. Retrieved April 8, 2016.
  10. ↑ "Coca-Cola Norway website". Coca-Cola. Retrieved March 22, 2010.
  11. ↑ "YouTube – Surge Barrels of Fun Commercial". YouTube . February 17, 2006. Archived from the original on December 21, 2021. Retrieved January 25, 2012.
  12. 1 2 "SaveSURGE.org". Archived from the original on February 5, 2012. Retrieved January 25, 2012.
  13. ↑ "Coke settles dispute over Surge trademark". Southeast Missourian . January 24, 1997. p. 6B. Retrieved September 15, 2014.
  14. ↑ "SURGE MOVEMENT". Facebook . Retrieved February 8, 2012.
  15. ↑ Alter, Charlotte (September 2014). "Coca-Cola Is Bringing Back SURGE". Time . Retrieved September 15, 2014.
  16. ↑ @BurgerKing (August 13, 2018). "we interrupt your regularly scheduled Chicken Fries to tell you that SUUUUUUUUURGE is back! exclusively at BK" (Tweet) – via Twitter.
  17. ↑ @ccfreestyle (April 10, 2019). "Now that there are four kinds of @SURGE available at @BurgerKing, we were wondering what Coca-Cola Freestyle would've looked like in the 90s" (Tweet) – via Twitter.
  18. ↑ "Burger King Restaurants Give 90s Cult Favorite Drink a Brand New Kick with the Introduction of Frozen SURGE". www.businesswire.com. Retrieved April 11, 2017.
  19. ↑ "How Much Caffeine is in Vault?". VaultKicks.org. Retrieved January 26, 2012.
  20. 1 2 "Surge FCB Syrup" . Retrieved February 8, 2012.
  21. ↑ Parnell, Matt. "Matt Parnell's Brain: Plugged In! – Surge and Vault". Archived from the original on December 18, 2011. Retrieved January 25, 2012.
  22. ↑ "Surge Fountain Syrup" . Retrieved February 8, 2012.
  23. ↑ "Surge Ingredients and Nutritional Information - Coca-Cola" . Retrieved September 25, 2015.
  24. ↑ "Urge - Energiske brus med tropisk smak". Coca-Cola Norge (in Norwegian). Retrieved August 9, 2024.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.