Surge was the Coca-Cola company's direct challenge to Pepsi's citrus-flavored king, Mountain Dew.
Although it had an attractive ad campaign and tons of caffeine, it failed, because in the end, it comes down to one thing: taste.
Surge tasted bad. It didn't matter how cool the commercials were, it tasted like citrus-flavored drainwater.
So, after a huge ad campaign, Coca Cola failed to monopolize the soft drink market, and canned Surge.