New Coke Is Coming Back, Thanks to 'Stranger Things'

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On Tuesday, Coca-Cola announced that it's reviving a limited number of New Coke cans in celebration of Stranger Things" third season, which is expected to feature the "80s drink in a couple of episodes, Entertainment Weekly reported. But distance makes the heart grow fonder, and in today's modern world there's no product so despised that it can't be used in a clever, cross-brand viral marketing campaign, which is why Coke is bringing back its most hated item ever for a limited time ahead of Stranger Things 3.

"In a first-of-its-kind partnership for Netflix, the "Stranger Things" team collaborated with Coca-Cola to immerse viewers in 1980s nostalgia", the beverage giant said in a statement.

Marketing tie-ins and product placements happen all the time with major pop culture entities.

Released in April 1985, New Coke was the Atlanta-based company's attempt to regain market share that it was losing to other drinks and the then brand-new diet sodas. "Executives from Netflix visited the Coca-Cola archives in Atlanta a year ago to study New Coke packaging, memorabilia, advertising and more to ensure the script accurately reflected historical events and that all props and visuals stayed true to the time period".

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A joint advertisement directed by the Duffer Brothers was also released, featuring characters from the show enjoying New Coke at a movie theater.

Coca-Cola's ambitions are more modest this time around. The company has said it will produce 500,000 cans of New Coke. The new promotion is created to "break the internet" Kronauge said. Not so much from a sales perspective-it was accepted and preferred across much of the US-but from a public relations perspective. It's set in 1985, the same year Coca-Cola unsuccessfully tried to foist a new formulation on consumers. The original formula was sold side by side with the new formula, with the new one retaining the Coca-Cola name and the old one being "Coca Cola Classic".

As a long-time Diet Coke fan (though Vanilla Coke Zero is my true love), this is perhaps one of the most exciting promotional tie-ins I've ever seen. It's been my lifelong ambition to drink a can of New Coke, and I'm thrilled that I might finally get the chance.

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