Cue "Eye of the Tiger," this soda is making a comeback. After a 12-year hiatus, Surge is returning to shelves.
Fanatics of the brand—who famously bought a billboard less than a mile from Coca-Cola's headquarters in Atlanta that read "Dear Coke, we couldn't buy Surge so we bought this billboard instead"—have taken to social media to share their excitement.
"There's a higher order going on here and what we're looking at is a company paying really close attention to a very passionate subset of their user base," said Ken Harris, managing partner at Cadent Consulting Group. "And [they are] doing some very smart things with regard to mining data and seeing what the data is telling them and getting it to a point where they believe that by answering the call and accommodating the request they can drive business."