SURGE was originally launched in 1996 but was pulled off of the market in 2001. With the large support from SURGE’s fans, the product was re-launched. The goal was to create a digital campaign to get people excited about the re-launch and buy the product.
Design a campaign that salutes the die-hard SURGE fans in a new masculine voice. 

  • First time The Coca-Coca Company brought back a discontinued brand
  • First launch only supported by digital and social media
  • First eCommerce only launch
  • Over 180MM estimated impressions within first week of launch - all organic
  • #1 top selling grocery item on Amazon
  • In 2015 SURGE expanded to retail stores across the country
  • Lead to a national sponsorship with Burger King with the release of SURGE Frozen