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Coca-Cola's Surge beverage makes a comeback, sells out within hours

Surge Movement | Facebook

Coca-Cola is reviving Surge, back by popular demand after a 12-year hiatus, according to a company release.

The citrus-flavored sparkling drink is exclusively available though online retailer Amazon.com, in 12-packs of 16-oz. cans. The first batch of Surge sold out within hours on Amazon Monday but according to the brand's Twitter handle, there will be more soon.

The re-launch marks many firsts for Coke: this will be the first time the company distributes solely using e-commerce. It will also be the first time Coke forgoes traditional advertising strategies (such as TV) and relies only on social and digital media.

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"If expectations are met, this may be only the first of a variety of efforts we explore to launch niche products through e-commerce relationships," said Wendy Clark, president of Coca-Cola North America's strategic marketing.

The beverage had a short four-year run before it was discontinued in the early 2000s. But lobbying from brand-loyalists in recent years convinced Coke to restore Surge, the first discontinued Coke product to make a comeback.

By CNBC.com staff