Does this can look familiar? It’s a blast from the past for
many of us born in the 1990s. This is Coca-Cola’s Surge, which was sold from
1997 to 2002. Not even a year later, a website called savesurge.org was created
and petitioned for Coke to bring back Surge. “A Facebook group called the Surge Movement was
created in 2011; to date it has more than 130,000 likes” says an article
from Bloomberg Businessweek. This group even raised $3,800 to post a billboard
next to the Coke headquarters.
The soda was marketed towards “boys and men between the ages
of 12 and 24.” The article states this demographic are now twenty years older
and want to reminisce about the days spent drinking Surge. This is just enough
of a market to possibly bring back Surge, since the average age of a Coke
drinker is now 56.
And that’s what Coke did. On September 15th Coke announced
Surge would be sold for a limited time. It is only being sold on Amazon, not in
any stores, for $14 a 12 pack.
People were/are talking about Surge and Coke listened using social media. The company
felt as though there was a good enough opportunity for this demographic and
this product. Coke used the brand monitoring listening strategy. The company did
not need to set up its own private community, because the Facebook group was already
in place.
It’s amazing how only 130,000 Surge fans on the Surge
Movement Facebook page could reach Coke and get them to start selling Surge
again. Maybe Coke will be the next case study in a Groundswell chapter explaining listening.
Kelly,
ReplyDeleteThis is so interesting! I remember my older brother always drinking Surge when we were younger. I personally did not like the taste. I remember hearing about the Surge Movement and thinking it would be neat if Coke brought it back, but never thought anything would come from it. I think it is really cool that Coke decided to sell Surge for a limited time. Coke is really paying homage to loyal fans of Surge and listening to what fans were saying on social media. Maybe I'll buy a pack for my brother for Christmas!
Kelly, this is so awesome! I remember drinking Surge when I was younger. I think it's great that Coke is listening to their audience and giving them what they want. What I want is a 12 pack that does not cost $14. That's a little too steep for me! But, I do think this is a great example of a company listening to what their audience wants and bringing back the urge for Surge!
ReplyDeleteKelly,
ReplyDeleteIn all honestly, I do not even remember the drink "Surge." However, it must have been a great product since fans are so dedicated to brining it back! I think it's awesome that fans campaigned for this come-back through Facebook and Coke actually listened to its customers. Not only does this make the brand of Coke look good, but it also makes loyal customers happy. This is definitely an excellent example of the brand monitoring and listening strategy. Thank you for sharing!