In 1990, Coca-Cola set out to launch a new soft drink that would go head-to-head with Mountain Dew. Applebaum was brought in to create a name that would disrupt the CSD segment, and Surge delivered with attitude and intensity. However, a few years before the energy drink boom happened, the product was withdrawn by Coca-Cola. While the original teen and young-adult male target audience has grown up, it turns out their desire for Surge has not waned. The recent consumer-coordinated Surge Movement, demonstrating unprecedented audience devotion and dedication, convinced company executives to reintroduce Surge in mid-2014. Both the brand and the loyalists are enjoying the comeback.