Need a boost? Coke just got one by reintroducing its discontinued SURGE soda. How did Coke find shelf space in the stores? It didn’t bother, it’s sending SURGE straight to customers’ shelves. Yup, the only place you could buy SURGE when it came back on September 15 was online at Amazon. Until later in the day, that is, when some entrepreneurial types put their cache of SURGE up for sale on eBay. And the eBay move happened because SURGE sold out on Amazon, faster than–well, a surge.
SURGE came out in 1996 and was discontinued in the early 2000s, according to Coca-Cola. Besides only being available for purchase online, Coke wisely used only online outlets–mainly social media–to announce and drive interest in the SURGE resurgence. (Coke invites you to follow the brand’s journey on Twitter: @SURGE.) Makes sense because the 145,000+ Facebook fans of “The SURGE Movement” are thirsty.