Urge (soft drink)

Urge is a citrus soft drink, the Scandinavian equivalent of Surge. It was originally introduced in parts of Europe in 1996 as a test product. Surge was launched in the USA in 1997. Allegedly Surge was to be named "Urge" in the United States as well, but the name was thought to have too strong a sexual reference for the American consumers.  Surge and Urge are no longer sold anywhere else, but after a steady decline over the last few years, Urge sales have recently picked greatly up in Norway. It currently holds close to a 10% marketshare, in spite of receiving no marketing since its initial launch. Originally Urge was available in Norway in 0.5L and 1.5L bottles, and later also in 0.33L cans, but in Q1 of 1999 the 1.5L bottles were taken off the market, due to unsatisfactory sales. The cans also silently vanished from the market a few years later, leaving only the 0.5L bottles.
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