Recently, Coca-Cola Co. relaunched a limited supply of Surge, in attempts to involve the company more in the world of E-Commerce. Purchasing everyday items, such as groceries has become increasingly popular through companies like Amazon, in recent years. The beverage, Surge, was introduced in 1996 as a competitor to Pepsi Company’s Mountain Dew and was discontinued in 2002. Surge, in particular, was reintroduced because of Coca-Cola’s attempt to rely only on their costumers demands through social and digital media. A group on Facebook called, “The Surge Movement,” with over 128,000 followers was a large component to Coca-Cola choosing this product to help their venture into e-commerce.
I believe it was a smart move by the Coca-Cola Company to bring back Surge for a limited time. It brings revenue to the company through nostalgia to a generation who has been told the “health dangers” of sodas in recent years who otherwise wouldn’t be purchasing the companies sodas. By bringing back Surge, Coca-Cola is showing the public that they listen to the demands of their consumers. “The 12-packs were selling for $14 on Amazon on Monday, and already generated dozens of customer reviews on the site, including one buyer who stated: “I just spent 45 dollars on soda and I’m not even mad.”
Personally, I say lets bring Dunk-a-roos back!
Is there a product that brings you back to the “good old days?” Would you be willing to pay more than usual if it was re-introduced for a limited time? Do you think it was smart of Coca-Cola to bring back a beloved brand?
“Coca-Cola Brings Surge Back in E-Commerce Experiment | CMO Strategy – Advertising Age.” Advertising Age CMO Strategy RSS. N.p., n.d. Web. 21 Sept. 2014. <http://adage.com/article/cmo-strategy/coca-cola-brings-surge-back-e-commerce-experiment/294978/>.
“Dunkaroos.” Tumblr. N.p., n.d. Web. 21 Sept. 2014. <http://media.tumblr.com/34a0d8678a0811