Since the beginning of 2010, concepts such as “vintage”, “retro” and “classic” came back to the publics’ sight. These concepts are being applied incessantly in fashion, automobile, electronics and other industries. Coca cola has also join the trend recently. The company brought its 1990s’ “IT item”, Surge, a citrus-flavored soda back to the market on September 15th. Before the Surge was once again released through amazon.com, the company had already created Facebook Fan site and Twitter account for this type of drink. This marketing strategy is worth to emulate in other cases not only because it is economical for the company’s ads expenses, but it is also the most efficient way to advertise. In a “Social Network” based society like today, news are being spread the quickest through posts, twits, and texts, not official advertisements. Coca cola took cognizance of this phenomenon and immediately created those accounts to communicate with its customers. Moreover, I personally think that the launch of this “nostalgic” drink could significantly rise Coca cola’s Quarter 3&4 sales. First of all, compare to a commodity that is in the market for long-term, products that are “Time Limited” or “Quantity Limited” can better stimulate people’s desire to purchase. Secondly, the drink is not just a beverage to many consumers, it is more of a childhood memory and symbol to the people who are born in the 70s and 80s. The more they want to recall their old memories, the more they will purchase. Thus, understanding the consumers’ needs and wants and applying the knowledge with suitable marketing strategy will result with positive sale of the product.

http://www.bloomberg.com/news/2014-09-15/coca-cola-brings-back-surge-soda-to-tap-1990s-nostalgia.html