Coca-Cola’s citrus-flavored Surge is back on the U.S. market after an 11-year absence and already sold out, thanks to a fan campaign carried out mostly via Facebook.
The soda maker announced Sept. 15 that 12-packs of its Mountain Dew-like sparkling beverage were available for sale exclusively through Amazon. This marks the first time Coca-Cola has reintroduced a discontinued soft drink brand, and it represents the company’s initial foray into digital- and social-only product promotion.
“If expectations are met, this may be only the first of a variety of efforts we explore to launch niche products through e-commerce relationships,” Wendy Clark, president of sparkling and strategic marketing, Coca-Cola North America, said in a statement. “This will be a great learning experience for us and a refreshing opportunity for fans.”
More than 128,000 people registered with the Surge Movement on Facebook and contributed money to set up a billboard near Coca-Cola’s headquarters in Atlanta requesting Surge. Members also conducted mass call-ins to the company and posted fan-made commercials to YouTube.
Appropriately, the leaders of the Surge Movement appear in the online video alerting people that they could once again purchase the soft drink whose closest competitors are PepsiCo's Mountain Dew and Coca-Cola's Mello Yello.