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Surge (drink)

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Surge
Original and second logo
Original and second logo on cans
TypeCitrus soda
ManufacturerThe Coca-Cola Company
Country of origin United States
Introduced1997
Discontinued2003
Related productsCitra/Fanta Citrus
Mello Yello
Mountain Dew
Sprite
Sun Drop
Urge
Vault

Surge was a variation of a Norwegian citrus soft drink called Urge. Surge, like Urge, was produced by the Coca-Cola Company to compete with Pepsi's Mountain Dew.

History

Urge: the Norwegian predecessor to Surge

In 1996, Coca-Cola started production on Surge, a variation of the Norwegian soft drink named Urge. Surge was produced and marketed in the United States, with its original whitepaper name being "MDK," or "Mountain Dew Killer."[1] Surge's release was accompanied by a vast nationwide marketing campaign that led to initially high sales and popularity. A few years after the release, sales began to slip, and as a result the Coca-Cola company ceased production of Surge in can and bottle form in 2001. They proceeded to discontinue Surge fountain syrup in 2002[citation needed].

Norway is the only country where one can still buy a similar soft drink in any form, as the original Urge recipe is still quite popular there.[2]

Marketing

Surge was widely associated with the extreme sports lifestyle, with television commercials similar to those used by Mountain Dew at the time.[3] Coca-Cola also used provocative catchphrases to market Surge to extreme sports enthusiasts and teenagers alike. Some of these catchphrases included "Feed the Rush," and the references to Surge as "A Fully Loaded Citrus Soda." Further touted was the fact 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.[4]

Some time after its inception, Surge's logo was updated and redesigned to a sharper and more modern look by a graphic designer/marketer named Collin Nekritz.[1]

Discontinuation Response

Save Surge

After the discontinuation of Surge in cans, a community was formed by web designer Eric "Karks" Karkovach entitled "SAVE SURGE." The movement 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.[4]

Members would create "recipes" meant to mimic the look and taste of Surge, sign and distribute petitions, protest at their local bottling plants, and otherwise pressure Coca-Cola to bring back their favorite beverage. They got a response in 2005 when Vault was brought to market, and while Coca-Cola has yet to confirm the similarity in taste and appearance, the members of the movement took the inception of Vault as the fruit of their labors.

Surge Movement

Upon the discontinuation of Vault in December 2011, the "SURGE MOVEMENT" formed on Facebook as an activist group to lobby Coca-Cola for the soft drink's return. Sharing the same goal as its predecessor, the group seeks to have Surge produced once more, as a result of Vault's discontinuation. The group repetitively posts requests on Coca-Cola's Facebook page, and encourages its members to call Coca-Cola's feedback hotline to voice their desires further. The Movement initially has gained over 5,000 Facebook "likes" in the months after it was started and continues to grow. The members plan on continuing to flood the walls of Coca-Cola and its subsidiaries until they receive an official statement from the company.[5]

Formulation

Comparisons of Surge have been made to a more recent Coca-Cola product, Vault, which was first released in 2005—around four years after the discontinuation of Surge. Since then, Vault has also been discontinued as of December 2011.

The two drinks are noted to have had similar ingredients and taste, although Vault contained higher levels of caffeine at 70.5mg per 12 fl. oz serving 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 51mg per 12 fl. oz serving.[6]

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 box. All three 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.[7]


Surge Can/BottleCite error: The <ref> tag has too many names (see the help page). Surge Fountain Syrup [8] Surge FCB Syrup [7]
Carbonated Water High Fructose Corn Syrup and/or Sucrose High Fructose Corn Syrup and/or Sucrose
High Fructose Corn Syrup and/or Sucrose Water Water
Maltodextrin Maltodextrin Maltodextrin
Citric Acid Citric Acid Citric Acid
Natural Flavors Natural Flavors Natural Flavors
Concentrated Orange Juice Concentrated Orange Juice Concentrated Orange Juice
Potassium Benzoate Potassium Benzoate Yucca Extract
EDTA and Erythorbic Acid EDTA and Erythorbic Acid Quillaia
Potassium Citrate Potassium Citrate Potassium Benzoate
Caffeine Caffeine EDTA and Erythorbic Acid
Yellow #5 Yellow #5 Potassium Citrate
Yellow #6 Yellow #6 Caffeine
Carob Bean Gum Carob Bean Gum Yellow #5
Blue #1 Blue #1 Yellow #6
    Carob Bean Gum
    Blue #1

See also

References

  1. ^ a b Nekritz,Collin. "A Logo is More than a Logo - Surge Soda". Retrieved 2012-01-27.
  2. ^ "Coca Cola Norway website". Coca Cola. Retrieved 2010-03-22.
  3. ^ "YouTube - Surge Barrels of Fun Commercial". Retrieved 2012-01-25.
  4. ^ a b "SaveSURGE.org". Retrieved 2012-01-25.
  5. ^ "SURGE MOVEMENT". Retrieved 2012-02-08.
  6. ^ "How Much Caffeine is in Vault?". VaultKicks.org. Retrieved 2012-01-26.
  7. ^ a b "Surge FCB Syrup". Retrieved 2012-02-08.
  8. ^ "Surge Fountain Syrup". Retrieved 2012-02-08.


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