In an attempt to increase its teen market share, Coca-Cola wanted to create and launch a new soda that would rival the success of Pepsi’s Mountain Dew. “Surge!” was the answer — a high-caffeine soda aimed at the lucrative male youth market. The “Surge. Feed the Rush” campaign was developed to promote it. The campaign featured “music video” type TV commercials starring super cool young guys in off beat races to get Surge. Within just 3 months of its launch, Surge had wracked up millions in sales and outperformed Mountain Dew in all markets. As a result Surge became the most successful Coca-Cola new product launch ever. In other words, we definitely helped feed a spectacular rush.