Urge (drink)

Urge
TypeCitrus soda
ManufacturerThe Coca-Cola Company
DistributorCoca-Cola Norway
Country of origin Norway
IntroducedApril 1996; 28 years ago (1996-04)[1]
ColorCarotene E160a
VariantsSurge, Urge Uten Sukker (Diet)
Related productsVault
WebsiteUrge

Urge is a citrus-flavored soft drink produced by Coca-Cola Norway that was first introduced in the country in 1996, and later on was released in Denmark and Sweden.[2][3] It is the predecessor of the American soft drink Surge, which was introduced in the US in 1997.[4] Urge was discontinued in Denmark and Sweden in 2001.[5] In Norway, Urge sales increased greatly over the years reaching a market share near 10%[6] despite receiving no marketing since its initial launch.[citation needed]

Launch

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The product was first released on 22 April 1996 as a test product.[7] Originally bottled by Ringnes along with other Coca-Cola products, it was a competitor to Ringnes' orange soda, Solo.[8][9] The Norwegian market was chosen as a test market due to high consumption of carbonated beverages – then fifth worldwide – and its small population, making it easy to get feedback quickly.[7][10]

The label's color was described as "grungy green and orange", which were noted as being fashionable at the time.[7]

The product sold well, particularly among the 12–19 age group, leading to its worldwide release. By the end of January 1997, the product had reached 2.2% market share in Norway.[10]

Sizes

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Urge was available in Norway in 0.5 L and 1.5 L bottles, and later also in 0.33 L cans, but in Q1 of 1999 the 1.5 L bottles were taken off the market due to unsatisfactory sales.[11] The cans also vanished from the market a few years later, leaving only the 0.5 L bottles.

A massive campaign by the consumers on Facebook led to the relaunch of the 1.5 L bottle size on 1 September 2008.[11] It has a sugar content of 68 grams per 0.5 L bottle.[12]

In February 2017, due to fan demand, the 0.33 L cans were reintroduced in a multipack of four.[13]

Urge Intense: Energy drink variant

Varieties

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Urge Intense

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Urge Intense was an energy drink variant of Urge. It was launched in 2009 in association with the Facebook group that pressured Coca-Cola to relaunch the 1.5L bottles. Much like with many other energy drinks like Burn and Monster Energy, Urge Intense Triple Rush came in 0.5L cans and has a high caffeine content of 32 mg per 100 mL.

The Urge Intense range was discontinued in 2016.[14][user-generated source]

Name Launched Discontinued Notes
Urge Intense Triple Rush 2009 2016 The original variety.
Urge Intense Red Sting 2010 2012 A raspberry-flavored variety.
Urge Intense Inferno 2012 2014 An orange-flavored variety.[15]
Urge Intense Wild Mango 2013 2016 A mango-flavored variety.[16]

Urge Uten Sukker

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In September 2017, a zero-sugar version was launched known as Urge Uten Sukker ('Urge Without Sugar'), which, like its regular counterpart, was made especially for Norway.[17] This sugar-free variant came in orange-tinted bottles, before switching to the clear ones regular Urge uses.

Name Launched Discontinued Notes
Urge Uten Sukker 2017 N/A Sugar-free version of Urge.
Urge Chill Guarana 2018 2019 A guarana-flavored variant.[18]
Urge Smooth Mango 2020 N/A A mango-flavored variant.[19]
Urge Holiday Flavor Fruity Flavor 2021 2022 A julebrus-flavored variant, sold for the 2021 holiday season.

Nutritional information

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Nutritional facts
Per 100 mL:[4]
Energy 238 kJ / 56 kcal
Protein 0 g
Carbohydrates 13.5 g
Fat 0 g

References

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  1. ^ Gleason, Mark (23 December 1996). "Coca-Cola faces uphill scramble with Surge intro". Advertising Age. Retrieved 3 December 2014.
  2. ^ Collins, Glenn (16 December 1996). "Coca-Cola, in Direct Attack on Pepsi, to Introduce Challenger to Mountain Dew". The New York Times. Retrieved 3 December 2014.
  3. ^ Millman, Nancy (17 December 1996). "Coke Surges into Pepsi's Mountainous Dew Territory". Chicago Tribune. Retrieved 3 December 2014.
  4. ^ a b "Urge product page on coca-cola.no" (in Norwegian). The Coca-Cola Company. Archived from the original on 2 December 2013. Retrieved 5 January 2009.
  5. ^ Foght, Thomas (16 September 2014). "Coca-Cola giver comeback til kult-sodavand fra 90'erne". Metroexpress (in Danish). Retrieved 3 December 2014.
  6. ^ Urge focus group held by Coca-Cola Company 30 April 2007
  7. ^ a b c "Lysegrønsj bestselger". Finnmark Dagblad (in Norwegian). No. 170. Hammerfest. 26 July 1996. p. 11. Retrieved 9 August 2024 – via National Library of Norway.
  8. ^ "Håper fortsatt på jobb i Ringnes". Øvre Smaalenene (in Norwegian). 26 June 1996. p. 9. Retrieved 9 August 2024 – via National Library of Norway.
  9. ^ "Ringnes svarer med ny drikk". Arbeiderbladet (in Norwegian). Oslo. 20 June 1996. p. 7. Retrieved 9 August 2024 – via National Library of Norway.
  10. ^ a b "Testet ny drikk i Norge". Arbeiderbladet (in Norwegian). 28 January 1997. p. 14. Retrieved 9 August 2024 – via National Library of Norway.
  11. ^ a b "Magnus (17) overbeviste Coca-Cola". 2 February 2006. Retrieved 5 January 2009. (Norwegian)
  12. ^ Urge 0.5 L bottle label
  13. ^ "Nyheter fra Coca-Cola, Urge og Monster | Coca-Cola European Partners Norge".
  14. ^ "Har de sluttet å produsere Urge Intense? - Mat og drikke". Diskusjon.no. Archived from the original on 1 August 2018. Retrieved 28 November 2017.
  15. ^ "URGE INTENSE INFERNO I BUTIKK!". Retrieved 25 May 2012. (Norwegian)
  16. ^ "URGE INTENSE Wild Mango!". Retrieved 17 July 2014. (Norwegian)
  17. ^ "Coca-Cola fortsetter sin sukkerfrie reise - Lanserer kun nyheter uten sukker | Coca-Cola European Partners Norge".
  18. ^ "Nå kommer sukkerfri Coca-Cola med en helt ny smak".
  19. ^ "Coca-Cola fortsetter å lansere sukkerfrie varianter | Coca-Cola European Partners Norge".
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