Local food
While preparations for the US launch were underway, a cry for help came in from the Norwegian Division, who were battling a successful launch of Mountain Dew in their market. Because the Surge brand was already registered by another firm, the product was launched as "Urge". Local food regulation prevented the bright green color being used, so it was launched with a pale, more natural juice drink look and given a slight orange taste to match the flavor with the color.