Coke’s decision to bring back Surge and use Amazons’ distribution network is brilliant. The brand had a cult following after being discontinued in 2000. Bringing this product back in limited quantity is a great strategy to create a buzz around the brand and the parent brand without affecting the sales and distribution of its existing products.
#LimitedQuantity #AmazonExculsive #NostalgiaMarketing #OnlineSodaSales #SurgeMovement
"The cola, which is comparable to Pepsi’s Mountain Dew, went on sale this morning on Amazon.com, to the surprise of its strong cult following. The 12-packs of 16 oz cans cost $14 each (free shipping with Amazon Prime), and sold out in about an hour. Later, Surge could be found on eBay, where it was selling for much more.”
"Today’s launch is the first time that Coke has brought back a discontinued product, and it’s the first time Coke has distributed a product solely through an e-commerce channel. Surge is only being promoted with the help of social media campaigns, which is fitting since fans have been using Facebook to lobby Coke to return the product for some time.
Surge commercial from 1997