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COKE WILL TEST RIVAL TO MOUNTAIN DEW

By Published on .

Coca-Cola Co. will begin testing Surge, a renamed version of the Urge brand just launched in Norway, in a half-dozen U.S. test markets within the next six weeks, according to a company insider. If successful, the product-positioned against Pepsi-Cola Co.'s Mountain Dew-will roll national later this year.

The beverage combines Valencia orange, lemon, lime, grapefruit and tangerine flavors, and is touted as "high energy, intense flavor, low carbonation."

Leo Burnett Co., Chicago, is handling in both countries.

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