Blast From the Past: Nostalgia Becomes a Marketing Strategy
“Fans thirsty for a taste of ’90s nostalgia …” begins Coca-Cola’s September announcement of the revival of Surge, a citrus-flavor soda that it discontinued 12 years ago.
The company reintroduced the drink at the behest of The Surge Movement, a Millennial-led online fan base that had spent years lobbying for its return. The group raised nearly $4,000 through Indiegogo to buy a billboard near Coca-Cola’s headquarters, created numerous YouTube videos and bombarded the company’s consumer hotline, among other efforts. The Surge Movement’s Facebook page now boasts more than 150,000 likes.
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