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View Full Version : SAVE SURGE!!!!!!!!!!!!!!!!!!!!!!!



psalife
04-17-2000, 09:16 AM
Hi,
SURGE lovers we need to band together here's why. The local Coke bottler has decided that it is gonna re-introduce Mello Yello because the sales of SURGE have been less than they wanted. Although they havent yet cancelled SURGE.
Judgeing by the lack of advertising for SURGE and the fact that Mello Yello is stacked on top of SURGE and is getting lots of ads. I would say the SURGE is dead in St. Paul Minnesota.That is of course without our help.
Here's whay you can do. Even if you dont live in our area, please help, This could happen to you.

1. Call Coke, Both local and nacional.
2. If you live here. Go to stores and stack SURGE on top of Mello Yello.
3. Try to sell SURGE in your store.
4. Switch the prices on Mello Yello with something more expencive.
5. Buy the old (expired) SURGE so the fresh stuff is avalible for people who are gonna try SURGE for the first time or arnt quite as addicted as us.
6. Shift the fresh SURGE to front.
7. BUY LOTS OF SURGE!!!!!!

The reason for this list is not to make Mello Yello look bad. Its to make this fight fair. Coke has been really pushing Mello Yello. But NOT SURGE. What do they expect is gonna happen. Of course Mello Yello is gonna do better, for a little while. Then its gonna fall apart and their gonna wish they still made SURGE. Please Help Us!

Fixx
04-17-2000, 10:56 AM
Have you seen the numbers on Surge as of late?? I think you are acknowledging some of it with your comment of buying the old stuff so the new is out there to be purchased by other consumers.
Surges numbers are the following:

- <55%> in the food stores (grocery channel)
- <67%> in the drug channel
- <48%> in the mass merchandiser channel
- <47.5%> in the traditional convenience channel
- <36.1%> in the gas mini mart channel
- <40.5%> in the gas convenience channel
and off just over 50% overall in all channels combined. These are the hard facts.

Best of luck fighting it but I think you are on a loosing battle.
Later.

Sealude
04-17-2000, 08:00 PM
What do these numbers mean?? Are these the percentage down numbers??

psalife
04-18-2000, 04:39 PM
Yes Fixx. Your numbers sound quite close, where did you find them? I was thinking fairly close to that. Still SURGE seems to have a short shelf life, and I think the expired stuff tastes better ( maybe Im just used to it). Still I dont think its just the flavor thats killing SURGE:

1. SURGE is poorly advertised (atleast here)
2. SURGE is a Coke product ( In my area that means its not "cool" and usally over priced).

I think Coke in general needs to hire a new ad agency becouse the one they have sucks compaired to Pepsi's. Sure Coke ads are cute. But the kids teens and young adults think they are pointless and boring. The same group of people are sing "Joy of Cola" and other Pepsi slogans. SURGE has fair comercials but they need to be more consistent. For 3 months last year Coke advertised SURGE a lot. Since then I havent seen even ONE SURGE ad. Think about it when was the last time you saw a SURGE ad? My thought is SURGE needs to be totaly re-introduced. I will die if SURGE does.SURGE cant possibly be doing as bad as Citra or Mr. Pibb do you have any numbers on them? e-mail me surgefeedtherush@yahoo.com

Thanks,
Avery

Surge???whats the point??
04-18-2000, 04:57 PM
Good Gosh......get a grip....with hundreds of choices out there, you mean to tell me that Surge is the one you can't do without??? Please tell me that this is all a joke...a very bad joke.....surely there can't be anyone this deprived of real beverage taste!!

Fixx
04-18-2000, 08:55 PM
First off these number have been published into Beverage Industry Magazine in their March, 2000 issue. They get their numbers from a company called Information Resources, Inc. The numbers I have posted on this thread are numbers showing they are off by those percentages over prior year in each specific channel of distribution.

Ok for the person that asked for Citra and Pibb numbers. These numbers are not available because Citra has not been nationally distributed as of yet. As far as Pibb, it too is not in national distribution as of yet.

But here is something interesting when it comes to soft drinks (reg. and low calorie soft drinks, carbonated water/club soda) and your local market.

MARKET % +/- over prior year
Atlanta +7.2%
Baltimore, Wash. DC +3.4%
Boise, ID +13.4%
Boston - .5%
Charlotte, NC +9.5%
Chicago +3.1%
Cleveland +1.9%
Dallas +3.6%
Denver +14.3%
Detroit +8.1%
Indianapolis +2.7%
Little Rock, Ark. +7.2%
Los Angeles -1.0%
Memphis +10.3%
Miami/Ft Lauderdale + .5%
Minneapolis +3.7%
New Orleans/Mobile +3.2%
New York City -2.5%
Okla. City -2.2%
Omaha, NE -4.3%
Philadelphia -1.0%
Phoenix/Tucson +5.3%
Salt Lake City +6.4%
San Francisco/Oakland +6.9%
Seattle/Tacoma -1.0%
St. Louis -6.4%

TOTAL US CATEGORY +4.0%

Now then you all can look at your local market and see what your soft drink sales are by your local region.
Later.

xJABBERWOCKx
04-19-2000, 05:36 PM
No more surge? WHOOPEEE!!!
Sadly, though, I don't think it's going anywhere.
Blah, Surge. WHY??

I'm a hard - core Mountain Dew fan, but if coke is the only thing available, I'd take a Mello Yello. If it's coming back, that's good news to me!

Ugh...surge. The ugly can. The stupid ads.. just go away, Surge!

dr pepperman
04-19-2000, 06:40 PM
Surge is not for sale where I live. I found some on a road trip last year and brought a six pack home to share with some Mtn Dew drinkers. Two liked it equally to Dew, 1 said he would'nt wash his feet in it. I did not care for either. No one buys Mello Yello unless its on sale for a very hot price.

dr pepperman
07-14-2000, 06:26 PM
Today the Coke load came into the store where I work. The driver was excited because he had a new item. It was Mello Yello in the single serve 20oz bottle. Previously Coke only sold MY in 6pack cans. He was excited because it was about time something was brought in to take on Mountian Dew. I asked what about Surge and was told that the Coke dist north of us pulled all Surge off store shelves. He seemed to think Surge is gone. Anyone hear different?

Fixx
07-14-2000, 09:05 PM
There are some numbers I posted on how Surge is doing throughout all the major markets vs. last years sales. That truly gives the pull through and not just filling the pipeline.
But the bottom line is Surges numbers are way off vs. last year.
Later.

sodasommelier
07-15-2000, 01:37 AM
One comment.... If Surge were good, why would so many people by "surge protectors"??? Think about that and remember what they said when cans first came out... "Put Litter In Its Place".

------------------
Always remember... Don't follow the can drinkers to the chicken bone recycling bin!

surgefeedtherush
07-15-2000, 03:42 PM
It seems Mello Yellow is being given a second chance by coke. The biggest problem is that Mello has atleast 3 diffrent can designs making it alot harder to advertise it on national televison.So if Coke plans to REALLY bring Mello back then they need to come up with only ONE design so they dont cause confucion. As for SURGE I cant see Coke killing it totally. Atleast not till they kill "Tab" that stuff is really horrible or Mr. Pibb I sure the numbers on those arnt too good eather. SURGE may not be a blockbuster but Coke has worse. As far as Mello goes I cant taste a diffrence between it and Dew.
I think Dew should come in a yellow bottle becouse the drink is yellow. SURGE is green and comes in a green bottle. Mello is yellow and comes in a green bottle, but atleast it has the word yellow in it. I think all bottles should show the real color of the drink inside them. Yes I would drink Mello over Dew becouse pepsi sux. Dumb ads, Stupid logo, poor products put this together and you get Pepsi. Now Im just waiting for a revival of RC!

I finally did it I dyed my hair green. SURGE green not Dew green mind you! :)

roy
10-27-2000, 12:58 PM
Mello Yello is now available again in Northern Rhode Island. It was taken away in April 96, when they heard Surge was coming out. All Surge has thankfully been taken away here as well and Mello Yello brought back, I have only seen it in 20oz bottles so far though.

Hacksaw
10-28-2000, 08:09 PM
IMHO Mello Yellow tastes better than surge. BUT, this is a GREAT example of how POORLY Coca-Cola advertises some of its products!! I'm a Fanta fan, & a BIG part of the reason for the death of Fanta flavors in the US is the lack of advertising it!! http://www.bevnet.com/bevboard/mad.gif I only ONCE ever heard a Fanta commercial in my 41 years of living. Surge will probably have the SAME thing happen. Coke is a sacred cow http://www.bevnet.com/bevboard/rolleyes.gif, so maybe they go easy on advertising other products so they don't cut into the Coke market share. I'm surprised they still run ads for Tab & Sprite.

umberto
11-23-2000, 12:49 PM
Gobble Gobble

bwtucker
11-23-2000, 08:18 PM
Let it fade away!!!!!!!!!!!!!

SamC
11-24-2000, 09:50 AM
The original marketing theme for Mountain Dew was a hillbilly theme. Mello Yello was a Coke copy and that was that.

Then Pepsi switched Mountain Dew to this current "X-games" theme, and Coke paniced. Obviously "mellow" and the x-games theme couldn't work, dispite several tries (There is nothing Mellow about it!; and the weird can with the sports figures on it). Coke further paniced and changed the name to SURGE!!.

But it hasn't worked. Coke (and Pepsi) forgot that the #2 demographic for Dew-type drinks after teenagers (who would be pulled in by the X-games stuff) remain southeners and general blue-collar types that would be turned off by it.

So Mello Yello returns, probably with a new ad scheme that goes back to the taste's blue-collar and rural roots; or simply none at all, and Coke lets is shelving and fountain lead work for it.

xfile
12-09-2000, 02:27 PM
With regard to Surge and it's near demide.

It was told more than one time to the Coca-Cola Company in Atlanta that the introduction of surge as far as a flavor was not the issue. The point of contention was the positioning of the product relative to it's packaging and pricing.

I personally believe parent Coca-Cola was more concerned with filling the pipeline and seeing what may result from the copycat advertising than the long term viability of the drink!

With regard to Mello Yello it has always suffered froma weak name and less than engaging advertisement with regard to it's target market.

Parent Coca-Cola's strategy to combat Mountain Dew was and still is to use a three pronged approach. The thought was to use Surge, Citra, and Sprite to try to stem the tide of share numbers over to a Coke brand. I feel they sorely missed the boat on this avenue. The Coca-Cola Company first needs to make the determination that they are committed to the citrus category, rather than conceeding it to Pepsi. Once that decision is made they can proceed from that point. When it comes to brand other than Classic Coca-Cola, Diet Coke, and Sprite, the Company is very unfocused and not willing to allocate long term stregies to grow these brands.

xfile
12-09-2000, 02:31 PM
With regard to Surge and it's near demise.

It was told more than one time to the Coca-Cola Company in Atlanta that the introduction of surge as far as a flavor was not the issue. The point of contention was the positioning of the product relative to it's packaging and pricing.

I personally believe parent Coca-Cola was more concerned with filling the pipeline and seeing what may result from the copycat advertising than the long term viability of the drink!

With regard to Mello Yello it has always suffered from a weak name and less than engaging advertisement with regard to it's target market.

Parent Coca-Cola's strategy to combat Mountain Dew was and still is to use a three pronged approach. The thought was to use Surge, Citra, and Sprite to try to stem the tide of share numbers over to a Coke brand. I feel they sorely missed the boat on this avenue. The Coca-Cola Company first needs to make the determination that they are committed to the citrus category, rather than conceeding it to Pepsi. Once that decision is made they can proceed from that point. When it comes to brands other than Classic Coca-Cola, Diet Coke, and Sprite, the Company is very unfocused and not willing to allocate long term strategies to grow these brands.

surgefeedtherush
12-10-2000, 03:24 PM
Your right Coke seems to only care about Coke + Diet, Sprite, and Poweraid. Other than theat they dont know what the hell is going on.

sodaman2
01-22-2001, 05:33 PM
I really don't like surge or those other yellowish sodas.
-Rootbeer all the way http://www.bevnet.com//bevboard/redface.gif

SURGE
02-06-2002, 09:19 PM
Well this topic was my first ever on BevNet back when I was "psalife" anyways I'm still fighting the good fight for SURGE and I actually have hope again. It takes a district to support a real SURGE ;)


-Avery

sodasommelier
02-07-2002, 01:02 AM
Hey, if you can get Coke to turn over the rights to the brand to you (seeing how they don't seem to care much about it anymore), I'd be happy to work on getting it put into longneck 12oz bottles for you!!! smile.gif

karks88
02-07-2002, 09:54 AM
Excellent SS! I will make a giant batch of Avery & Eric's New SURGE in my bathtub and you can bottle them smile.gif

The site is getting very positive feedback so far and has already been mentioned in the new Soda Pop Dreams. So, maybe we'll get Coke's attention.

USF SPAMMER 3
07-06-2005, 12:21 AM
Right on!

Ray
07-07-2005, 09:18 AM
im a mello Yello kid, but they both have a differant taste and both are good
and Mello Yello is older :D 1979
i belive Surge was early 90's :confused:

[ 07-07-2005, 09:24 AM: Message edited by: Ray ]

imawalkingcorpse
07-10-2005, 11:38 AM
I was more than happy when Mello Yello came back, it definitely started as a south drink, heck it even sponsored one of Dale Earnhardts 1st Busch Series cars back in the late 70's. I hope it sticks around..