The Surge Movement Resurrects the 'Mountain Dew Killer'
Meghan Young — September 16, 2014 — Lifestyle
The 90s has come back in a big, bad way thanks to the Surge Movement. Coca-Cola's 'Mountain Dew killer' as the project was called internally, it was described as a "fully-loaded citrus soda with carbos." With its zombie green branding and energy kick-like name, it is no wonder that the Surge Movement was created.
The Surge Movement has been so successful, that the sodas are being sold exclusively through Amazon. An affordable $14 will get a dozen 16-ounce cans, "which equates to a dime for every shot of nostalgia," as The Verge puts it. The Surge Movement has reached so many, in fact, that the first batch on Amazon was sold out in an hour. Wendy Clark, president of sparkling and strategic marketing for Coca-Cola North America, says, "Future plans for the brand will depend on the level of excitement exhibited by fans across the country."
The Surge Movement has been so successful, that the sodas are being sold exclusively through Amazon. An affordable $14 will get a dozen 16-ounce cans, "which equates to a dime for every shot of nostalgia," as The Verge puts it. The Surge Movement has reached so many, in fact, that the first batch on Amazon was sold out in an hour. Wendy Clark, president of sparkling and strategic marketing for Coca-Cola North America, says, "Future plans for the brand will depend on the level of excitement exhibited by fans across the country."
Trend Themes
1. 90s Beverage Revival - The resurgence of 90s beverages like Surge presents opportunities for nostalgia-driven marketing campaigns and the relaunch of discontinued products.
2. Direct-to-consumer Soda Sales - The exclusive sale of Surge through Amazon showcases the potential for direct-to-consumer distribution models in the beverage industry.
3. Retro Branding and Packaging - The success of Surge's zombie green branding and nostalgic appeal suggests a market opportunity for other brands to leverage retro aesthetics and designs in their products and marketing efforts.
Industry Implications
1. Beverage - The Surge Movement highlights the potential for innovation and disruption in the beverage industry, leading to the revival of discontinued products and new distribution strategies.
2. E-commerce - The surge of online sales for Surge demonstrates the growing importance of e-commerce platforms like Amazon as a channel for direct-to-consumer beverage sales.
3. Marketing and Advertising - The nostalgic appeal of 90s beverages offers opportunities for creatives and advertisers to develop engaging campaigns that tap into consumers' desire for retro experiences.
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