SURGE

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OBJECTIVE
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.
STRATEGY
Design a campaign that salutes the die-hard SURGE fans in a new masculine voice.
RESULTS

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