ATLANTA — The Coca-Cola Co. has teamed up with Netflix and the series “Stranger Things” to bring back New Coke, a beverage that only lasted 79 days back in 1985 before it was shelved and the company returned to its original Coca-Cola formula.
The re-release of New Coke is expected to be even shorter than the original release of the beverage. Beginning May 23, New Coke featuring the same recipe from 1985 will be available as part of a bundle that includes two New Coke cans along with a limited-edition and numbered Stranger Things/Coca-Cola and Coke Zero Sugar 8-oz glass bottle at https://www.cokestore.com/1985.
The first season of “Stranger Things” debuted in 2016, and since that time the series’ producers have weaved the Coca-Cola brand into the show’s storyline through products, advertisements and logos more than a dozen times. The third season of “Stranger Things” is set in 1985, the year New Coke was launched.
Geoff Cottrill, senior vice-president of strategic marketing for Coca-Cola North America, said the company is excited to partner with Netflix and play a key role in “recreating the summer of 1985 in a uniquely Coca-Cola Way.”
“In a world of shifting media consumption, we continue to challenge ourselves to find creative and meaningful ways to participate in non-advertising platforms like Netflix to engage with the millions of fans who subscribe to streaming content services,” Mr. Cottrill said.
Peter Shoemaker, director of sparkling category commercialization for Coca-Cola North America, said it took the company about six months to source all the ingredients and approvals needed to produce New Coke concentrate and then to coordinate the production and packaging process with several stakeholders throughout the Coca-Cola system.
“The partnership with Coke gives Netflix the opportunity to reach a massive audience via one of the most recognizable brands in the world in a deeply authentic way,” said Barry Smyth, head of global partner marketing, Netflix. “It also gives ‘Stranger Things’ fans the chance to expand their engagement with the show into their lives like never before.”
The third season of “Stranger Things” is set to debut on July 4.