An iconic citrus-flavored soda from the ‘90s is now part of the
Coca-Cola Freestyle – an interactive, touchscreen-operated dispenser that offers nearly 200 drink options – decided to add SURGE following months of persistent pleas from the brand’s passionate fanbase.
“The idea started with consumers asking for SURGE on Freestyle… a lot,” said Eric Lewis, group director, marketing,
Lewis added, “Millennials are our sweet spot, so SURGE was a great fit. To them, SURGE tastes like their childhood.”
Janine Shearer, vice president of Coke’s North America Burger King Corporation customer team, said SURGE is also a great fit with Burger King® guests, who are always looking for unique offerings.
“By leveraging the distinct benefits of the
The partners took to social media to make the announcement, engaging in some playful back-and-forth banter to get SURGE fans amped. The previously dormant SURGE Twitter handle kicked things off by tweeting a simple “Hello.”
Over the next 20 hours, the tweet amassed hundreds of likes, comments and retweets, building anticipation for some playful banter conversation with
The launch will be supported by in-restaurant marketing both at the point of sale and on the
The SURGE Story
Coca-Cola introduced SURGE in 1996, but took it off the market in 2003. The brand amassed a cult-like following among its young male-dominated fanbase, who loved its bright green color, bold citrus taste and quirky sense of humor.
In September 2014,
The SURGE comeback continued in 2015 with a pilot in select convenience stores across the Midwest, Southeast and Great Lakes, and the company has gradually expanded the brand’s availability.
Click here to find the nearest Burger King restaurant with