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Soda wars to intensify
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December 16, 1996: 1:21 p.m. ET
Coca-Cola to introduce bright green, high-energy, non-cola beverage
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NEW YORK (CNNfn) - Coca-Cola is planning to introduce a green, citrus-flavored soda next month called Surge, a beverage that appears to be poised to take on PepsiCo's successful Mountain Dew.
Coca-Cola said the beverage will target teens and young adults with colorful packaging, a wide-mouthed 12-ounce can and low carbonation that will make the drink easy to chug.
"Surge is poised to become the next major non-cola soft drink," Jack L. Stahl, Coca-Cola USA president, said in a statement. "The high-energy personality of Surge is reflected in its taste."
Two television advertisements for the beverage will air during Super Bowl XXXI on Jan. 26, marking Coke's first Super Bowl advertisement since 1991. By early February, the company estimates nearly 90 percent of households in Surge launch markets across the U.S. will have seen TV ads for the product at least three times.
Surge, which Coca-Cola is touting as a "fully loaded citrus soda," will contain maltodextrin, an energy-yielding complex carbohydrate.
"(Surge) is the result of our asking teens and young adults what they'd like in a new soft drink," Stahl said.
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Coca-Cola
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