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  • Feeling disappointed with today, Gen Y is looking to the past
  • Feeling disappointed with today, Gen Y is looking to the past
    regurgitated NONSENSE (2014) ©
CASE STUDY

Surge: the Peter Pan generation drinks up ‘90s nostalgia

When Coca-Cola brought back '90s favourite Surge, it sold out online within hours. And it's not the only 'revival brand' that's been brought back due to nostalgic consumer demand. But what makes a brand re-issue a discontinued product? And what's driving Gen Y's nostalgia trip?

Location North America / Northern Europe

Scope
Soft drink fans met the news that Coca-Cola was bringing back ‘90s fruity favourite Surge with delight – the drink sold out through online sellers within hours. And Surge isn’t the only ‘revival brand’ that’s been brought back due to nostalgic consumer demand. But what makes a brand re-issue a discontinued product? And what’s driving Gen Y’s nostalgia obsession?

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