Urge (drink)

Citrus flavored soft drink

Urge

Type| Citrus soda
Manufacturer| The Coca-Cola Company
Distributor| Coca-Cola Norway
Country of origin | Norway
Introduced| April 1996; 29 years ago (1996-04)[1]
Color| Carotene E160a
Variants| Surge, Urge Uten Sukker (Diet)
Related products| Vault
Website| Urge

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

[edit]

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

[edit]

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

[edit]

### Urge Intense

[edit]

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

[edit]

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

[edit]

Nutritional facts  Per 100 mL:[4]

Energy | 238 kJ / 56 kcal
Protein | 0 g
Carbohydrates | 13.5 g
Fat | 0 g

## References

[edit]

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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The Coca-Cola Company

Brands|

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|

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(17.9% stake)|

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Purchased from Bisleri|

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Joint ventures|

* Coca-Cola Beverages Africa (66.5%)
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