In an effort to promote its SURGE brand in a way that oozed coolness, Coca-Cola Bottling Company of New York teamed up with NMG to present SURGE-O-WAR, a unique and exciting tug of war competition which provided targeted sampling and exposure for SURGE across the NY and NJ areas.

Sixteen NY/NJ colleges participated in the Fall ‘98 program, which culminated with one final tug over a pit of green slime. Each school held on campus SURGE-O-WAR competitions in which teams of eight competed in men’s, women’s and co-ed divisions. The winning teams competed against each other at the SURGE-O-WAR finals held at South Street Seaport October 24th for a host of prizes including Spring Break vacations, and were treated to live musical entertainment by Honor Among Thieves and an evening party “tug” boat cruise around Manhattan.