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Product Flashback: Surge

Not sure why these guys are jumping over a bunch of couches for a bottle of soda, or why there are several couches in the middle of the road anyway, but remember Surge? Created to compete with Mountain Dew, Coca-Cola first launched this product in 1996 in Norway as “Urge” before being introduced in the US in 1997. After a steady decline in sales after its initial launch, the beverage was sadly discontinued in 2002. This product has actually become somewhat of a collectors item and cult phenomenon, as buyers pay top dollar for unopened cans or bottles as well as Surge merchandise. This aluminum cylinder of expired soft drink has a current bid of $51.00 with 9 hours remaining:

Yes, that is a can of soda.

Many would argue this product paved the way for energy drinks like Red Bull, Monster, etc. but I don’t buy it because Mountain Dew came first. The product tasted nearly the same as the Dew, was advertised almost identically, and came in similar neon green packaging. Essentially, Surge was a second attempt at making Mello Yello popular by marketing the product differently.

Nevertheless, Surge is still a little piece of nostalgia from the 1990’s. With the product came some memorable, “extreme” skateboarder/snowboarder themed ads that were very popular at the time. The one I remember most featured the fat, freckly kid from the Big Green who has since fallen off the face of the earth. Here it is:

Surge may never come back as “Surge,” considering it is now called Vault, but for now we can relish in the fact that there are still some refreshing, flat, unopened cans that expired ten years ago out there somewhere. And as long as those exist, there will always be morons willing to pay $51.00 for them.

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