2019 is the new 1985, or at least that’s what Stranger Things creators Ross and Matt Duffer want us to believe. In an attempt to promote the upcoming third season, Netflix’s science fiction horror series Stranger Things and Coca Cola have team up to bring an old recipe of the iconic beverage back: New Coke. It was 1985, and New Coke made its debut (Stranger Things 3 is set in the same year, and the soda will be making a key appearance), but the marketing operation was a flop. Now, both partners hope for a better outcome. Check the promo campaign’s remake of a classic ’80s commercial out in the player below.
In a recent interview with CNN Business, senior vice president of marketing for Coca-Cola North America Stuart Kronauge revealed the reason behind this unusual association.
“Maybe a while ago we wouldn’t have done this,” Kronauge said. “But we’re changing and trying to innovate in ways that are beyond traditional new products. This is a cultural innovation. Buying a 30-second ad to drop into a certain time-frame is not as valuable as it once was. The world is changing into streaming and non-ad platforms and subscription-based platforms. So it’s important for us to make sure that we are where our consumers’ eyeballs and hearts and spirits are.”
You will be able to get the retro product in three different ways. Starting Thursday, New Coke will be available as a gift after buying the limited-edition Stranger Things Coke and Coke Zero Sugar glass bottles online. Next summer, the beverage will be obtainable through Stranger Things-themed pop up vending machines. Otherwise, just buy a gift or a ticket at the World of Coca-Cola in Atlanta June 4-6.
Stranger Things 3 will premiere on Netflix on July 4. What do you think about Coca Cola and Stranger Things’ partnership? Let us know in the comments section below.