Coca-Cola is using Amazon.com to distribute the popular ’90s Surge energy drink, and people are amped.
The highly caffeinated soda has returned for a second round of competition. Coca-Cola originally launched Surge in 1996 as a competitor against Mountain Dew.
Although the drink has .25 milligrams less caffeine than its competitor, parents and teachers still discouraged sales. The poor sales led to the drinks downfall and eventual discontinuation in 2002.
Coca-Cola announced in a statement Monday that this was the first discontinued brand to return to the market. “Thanks to e-commerce,” Coca-Cola Senior Vice President Wendy Clark said. “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.”
Amazon.com is providing Coca-Cola with the opportunity to bring the caffeine throwback straight to consumers.
Thanks to the Facebook group, The Surge Movement, and Coca-Cola’s use of e-commerce, nostalgic adults and students will be able to “Feed the Rush.”