Next up on the nostalgia trail: Raging Razzberry.                        

Trade of the Day: Buy a Case of Coke Surge

Mark Gilbert is a Bloomberg View columnist and writes editorials on economics, finance and politics. He was London bureau chief for Bloomberg News and is the author of “Complicit: How Greed and Collusion Made the Credit Crisis Unstoppable.”
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Surge is back. The citrus-flavored soda Coca-Cola Co. introduced in 1996 and scrapped about 12 years ago is being revived, albeit only in 12-packs available from Amazon.com Inc. Internet technology is paving the way for "the democratization of demand," according to Coke:

Teaming up with Amazon enables Coke to launch a brand online and closely monitor sales and inventory without taxing its distribution network.

So the Trade of the Day is to slip into a Cool Britannia T-shirt (before Scotland forces a redesign of the Union Jack), slide No Doubt's "Don't Speak" into the CD player, and party like it's 1996 with a can of Surge -- while you set up your own Facebook fansite urging Pepsico Inc. to bring back Raging Razzberry, another victim of changing tastes from the 1990s. With Pepsi's performance outpacing Coke's this year, maybe it will try to stay ahead by jumping on the nostalgia bandwagon.

This column does not necessarily reflect the opinion of Bloomberg View's editorial board or Bloomberg LP, its owners and investors.

To contact the author on this story:
Mark Gilbert at magilbert@bloomberg.net

To contact the editor on this story:
James Greiff at jgreiff@bloomberg.net