Burger King is continuing to rely on quirky limited-time products with the launch this week of a frozen drink made with Surge, a fluorescent-green soda with a hardcore following despite its limited availability for the last 20 years.
The rollout of Frozen Surge follow the soda’s re-introduction in grocery stores. The citrus-flavored beverage had been discontinued in 2002. BK is believed to be the only restaurant chain featuring the drink.
True to form, BK is introducing the beverage with a quirky marketing campaign that relies heavily on digital media. A YouTube video features comedian Pauly Shore waddling into store in heavy winter garb. The chain has also established a Twitter hash tag, #SurgeComeback.
Surge already had its own Facebook page.
Burger King has been featuring a number of products unique to the brand, including Buffalo Chicken Fries—chicken tenders that look and are presented like French fries—and the Extra Long Chicken Sandwich. But it is simultaneously trying to simplify kitchen operations by limiting the number of ingredients it has to add for the limited-time offers.