US: Coca-Cola Co relaunches Surge in Amazon tie-up - video

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The Coca-Cola Co is relaunching its citrus-flavoured CSD brand, Surge, in the US 12 years after it was pulled from the market.

The brand, which launched in 1996, is returning after Coca-Cola said it has responded to a Facebook campaign - 'The Surge Movement' - calling for it to make a comeback. A “limited” supply of Surge will be sold exclusively through online retailer Amazon to US consumers.

Coca-Cola said is the first time it has distributed a product solely through e-commerce. 

Surge is also Coca-Cola's first discontinued brand to return to the market, the company 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,” said Wendy Clark, Coca-Cola North America's sparkling and strategic marketing president. 

Surge, which will be sold in 16oz cans, will not be advertised through traditional media, instead relying solely on digital and social media for promotion, Coca-Cola added.

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