While at The Coca-Cola Company I designed the complete original identity and packaging for both Surge and Urge. Many have said it was a brand ahead of it’s time, and was recently brought back to market due to consumer demand. Created as an alternative to Mountain Dew in the highly caffeinated citrus CSD category, Surge initially launched in Norway with the name Urge. When launched in the U.S. a year later, Surge was the largest new product launch for The Coca-Cola Company since Diet Coke.
'Where available, Surge has accounted for more than 70% of the growth of the citrus category this year.'
'95% of teens have tried it at least once'
- KO This Week, Newsletter of The Coca-Cola Company