Coca-Cola partners with Stranger Things to relive New Coke
By James Herring on Thursday, May 23, 2019
Coca-Cola is partnering with Netflix to promote the third season of Stranger Things by re-releasing New Coke.
Coca-Cola launched its new formula in 1985, the same year that season three of “Stranger Things” is set.
New Coke is remembered as the beverage giant’s biggest misstep and a marketing failure.
In a first-of-its-kind partnership for Netflix, the Stranger Things team collaborated with Coca-Cola to immerse viewers in 1980s nostalgia.
New Coke will appear in several episodes and be available this summer via a (very) limited promotional run.
“New Coke was always going to play a role this season,” the Duffer Brothers, said in a joint email interview with The New York Times. “It was one of the first ideas in our Season 3 brainstorm. It was the summer of ’85, and when you talk about pop culture moments, New Coke was a really big deal. It would have been more bizarre to not include it.”
Geoff Cottrill, senior vice president of strategic marketing, Coca-Cola North America said; “We’re excited to partner with Netflix and play a key role in recreating the summer of 1985 in a uniquely Coca-Cola way.”