Will Sends His Petition to His Local Bottler
Click here for some background info, then read Will's letter below:

August 18, 2004

Dear Bluegrass Coca-Cola,

It has been some time since SURGE soda was available in this area. I found it to have a very good flavor, and was unlike any soda on the market. I am saddened by the loss of this unique taste, and I hope it will return. To this end, I have joined the people at www.SaveSURGE.org, a website for other people who wish to see SURGE widely available again. If you are not already familiar with it, you may wish to check it out. The website has a variety of suggestions for ways to let local Coca-Cola bottlers know that consumers still want SURGE. One of these is a downloadable petition.

I attended a car show a couple weeks ago, and brought along a Save Surge petition. During one day, I collected two pages of signatures from local people who liked SURGE. I only asked two people to sign. The rest of the signatures were collected by leaving the petition on the hood of my car and letting passersby read it and decide for themselves. I think it got a good response. Many of the comments (though some are strongly worded) indicate a strong affection for SURGE, and I wonder what kind of response we’d see if the petition had had a larger audience and a longer exposure.

I am enclosing the petition with this letter for your perusal. Even if it’s only on a seasonal basis (like the Sprite Remixes), I urge you to please consider bringing SURGE back to our area.

I thank you very much for your time, and would appreciate any response.

Sincerely,

Will Dreams in SURGE — and Tells Coke!

Dear Coca-Cola,

A few nights ago, I had another dream about Surge soda. This time I saw it in 12 packs with a new monochromatic logo and box design. This is the third time I’ve dreamed about Surge in the past few months. I’m not sure why I dream about soda, especially since I haven’t seen or drank a Surge in over a year. It has inspired this letter.

I know well that regional bottlers are responsible for what sodas are sold in their market areas. It would seem that most of these areas don’t contain enough Surge drinkers to justify producing the drink, or perhaps those drinkers just aren’t loud enough. I’ve heard many people say, “I loved that stuff. Whatever happened to it?” Most consumers don’t have the time to write letters. That leaves it up to the die-hard fans to convince the companies that for every one letter the company receives, there are scores of other people who want their product.

A long-term commitment may not be the answer for Surge. I suggest making Surge a seasonal or limited-edition beverage, such as the Sprite Remixes or Mountain Dew’s spin-offs. Even potato chip companies are doing it, with limited-time-only flavors. If Surge was a summer-only drink, Coca-Cola bottlers wouldn’t have to devote all year to one soda, leaving them free to bottle something else the other six months. Surge drinkers could stock up for the winter months. You might even see six-month sales approach the normal yearly level, if they stock up enough!

I’ve heard a rumor that Coke is considering internet sales for Surge. This is also a great idea. I believe that nationwide internet sales would justify a handful of bottlers producing Surge whereas regional sales don't seem to.

I think there'd be a market for a Diet Surge too.

Since I mentioned Sprite earlier, is there any chance we could see Sprite Ice in the States? It’s not fair that only the Canadians get to try it.

I have been a long-time Coca-Cola fan, and my preference for Coke products was rewarded in 1997 when I won one of the Surge Soda Checker Cabs. I am still a Coke drinker, especially fond of the Vanilla and Diet Lemon varieties, as well your other sodas (except the decafs!). I still drive my Checker regularly and I am glad that Coca-Cola chose such a unique vehicle for its promotion.

Thank you very much for reading my long-winded letter. I am just trying to express my desire for one of my favorite sodas. I thank you very much for your time and I would truly appreciate any response.

Will writes 23 letters!
Our friend Will owns a genuine SURGE Checker Cab during the Fully Loaded Summer contest and is trying to locate the other cabs that were given away as well as the contest details.  He has written to 23 bottlers in search of some information and he was also kind enough to give SaveSURGE.org a plug. Visit Will's website at: http://hometown.aol.com/surgecab22/index.html

February 29, 2004
Dear Coca-Cola of (region),

Hello. I have been a long-time Coca-Cola fan, and my preference for Coke products was rewarded in 1997 when I won one of the Surge Soda Checker Cabs. Since then it’s been my quest to find the other cabs from this promotion. My research indicates your facility may have had one of them to give away. I realize that it has been some time since the contest, but I was hoping you would be willing to share some information about it.

I got my cab (the Louisville, KY car) by being one of 20 semifinalists to ride a Ferris Wheel at the State Fair for a few minutes. The person at the bottom at the end of the ride would win the car- I could hardly believe it was me! What method did you use in your giveaway? I have heard of a driving school, mail-in raffles, drawing keys from a hat, Surge extreme games, and other contests from the few other Surge winners I have spoken with.

Would you happen to know what ever became of your cab? Do you recall what number it was? I have #22. Are there any photographs, video, p.o.s. items or other paraphernalia left over from your particular contest?

I would also like to know if you still have Surge in your area. It is very difficult to find these days, which is a shame, as it was very tasty and was unlike anything else available. I haven’t had one in over a year. There is a group of people on the internet (www.SaveSurge.org) that supports bringing it back, and some of them are quite fanatical about it. I’ve seen 12 packs on ebay sell for $150 or more. Surely this indicates a need to return this drink to the market.

In closing, I would like to add that I am still a Coke drinker, especially fond of the Vanilla and Diet Lemon varieties, as well you other sodas (except the decafs!). I still drive my Checker regularly and I am glad that Coca-Cola chose such a unique vehicle for its promotion. I thank you very much for your time and I would truly appreciate any response.

Sincerely,

Will

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