Early years

Urge: the Norwegian variant of Surge

In 1997, Coca-Cola started production of Surge in the United States, with its original whitepaper name being "MDK," or "Mountain Dew Killer."^[3] It was developed to converge with Mello Yello as a means of slowing Mountain Dew growth. Coke's attempts to draw users away with divergent products like OK Soda or with similar ones like Mello Yello had not succeeded. Surge was intended to improve on Mountain Dew by using maltodextrin for a longer-lasting blast of energy and with bolder, brighter presentation. Its release was accompanied by a $50 million nationwide marketing campaign that led to high sales and popularity. A few years after the release, sales began to slip. Surge continued to be sold in vending machines, and 5-foot-7-inch-tall (1.70 m) promotional surge coolers. The Surge coolers were placed in high traffic areas in gas stations as a key promotion to push sales away from competitors coolers in the back of stores all over the United States. Surge could be found in cans and fountain drinks until its eventual discontinuation in 2003.^[1][4]

While preparations for the US launch were underway, a cry for help came in from the Norwegian Division, who were battling a successful launch of Mountain Dew in their market. Because the Surge brand was already registered by another firm, the product was launched as "Urge". Local food regulation prevented the bright green color from being used, so it was launched with a pale, more natural juice drink look and given a slight orange taste to match the flavor with the color.

Until September 15, 2014, when Coca-Cola re-released Surge, Norway was the only country where one could still buy a similar soft drink in any form, as the original Surge recipe was still popular there.^[5]

Surge was widely associated with the extreme sports lifestyle, with television commercials similar to those used by Mountain Dew at the time.^[6] Coca-Cola also used provocative catchphrases to market Surge to extreme sports enthusiasts and teenagers alike. Some of these catchphrases included "Feed the Rush", "Life's a Scream" and the references to Surge as "A Fully Loaded Citrus Soda." Further touted was 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.^[7]

After its inception, Surge's logo was updated and redesigned to a sharper and more modern look by a graphic designer/marketer named Colin Nekritz.^[3]

Trademark

In 1997 Coca-Cola settled a trademark dispute with Babson Bros., an industrial cleaning product company whose cow-milking machine has been known as Surge since 1925.^[8]

Revival

After the discontinuation of Surge in cans, a community was formed by web designer Eric "Karks" Karkovack entitled "Save Surge". The community 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 that led to the creation of the citrus soda Vault in June 2005.^[7] After Vault's release, Karkovack announced the closure of SaveSurge.org. Vault was discontinued in 2011.

As a result of Vault's discontinuation, a group was started on Facebook by Evan Carr called the "Surge Movement". The group repeatedly posted requests on Coca-Cola's Facebook page, and encouraged its members to call Coca-Cola's consumer affairs hotline at 1-800-GET-COKE to voice their desires further, once every month. The movement gained around 200,000 Facebook "likes" in the months after it was started and continues to grow.^[9]

On September 15, 2014, Surge was re-released as an Amazon.com exclusive in packs of twelve 16-US-fluid-ounce (470 ml) cans.^[10]

On February 10, 2015, Coca-Cola announced that it had begun test-marketing Surge with independent resellers and vending machines across the Southeast United States. The test run ended in late-May 2015. Two months later, Coca-Cola announced that it was preparing for a large-scale Surge retail release across the Eastern United States. Surge was re-released at convenience stores across the Eastern United States on September 7, 2015.

In August 2018, Surge became available in Coca-Cola Freestyle machines, exclusively at Burger King.^[11] It is available in several varieties, including Cherry, Grape, Vanilla, and Zero Sugar.^[12]

Slushy versions

In 1999, 7-Eleven introduced a Surge flavored Slurpee.

On November 16, 2015, Burger King restaurants released a slushy version of the beverage called "Frozen Surge" as a limited edition slushy. Burger King reintroduced it in their restaurants as a fountain drink in August, 2018 ^[13]

In late 2016, Valero Corner Stores partnered with Icee to release an Icee form of Surge at select locations.

On January 11, 2017, Cinemark theaters released a slushy version of the beverage called "Surge Frozen" for a limited time before being discontinued in Spring 2017.