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