Coca-Cola Is Bringing Back New Coke with a 'Stranger Things' Promotion

Coca-Cola Is Bringing Back New Coke with a 'Stranger Things' Promotion
Thanks to its retro-friendly marketing potential, Stranger Things has made all kinds of things happen in pop culture. But here's something that no one thought could be done — the show has summoned New Coke back into existence.

New Coke was introduced in 1985, with Coca-Cola intending the sweeter beverage to replace its classic recipe. Thanks to massive consumer backlash, the beverage was pulled from shelves after just 79 days.

Now, however, the drink will return as a branded partnership with Stranger Things. The third season of the show is set in 1985 and will weave the beverage throughout various episodes. Then, once you've been marketed to, you'll be able to buy the drink in real life.

"This is uncharted territory for us," says Geoff Cottrill, senior vice-president of strategic marketing for Coca-Cola North America, told Variety. "We want to look for ways to work with Netflix, but only in ways that don't interrupt consumers, and don't get in the way of the entertainment. If we can find ways to integrate authentically and add value to the experience, then we want to be a part of it."

There will be approximately 500,000 cans of New Coke available to the public starting this Thursday (May 23). They'll be available for purchase on the Coke site, as well as at the World of Coca-Cola museum in Atlanta.

In addition to the cross-promotion on the show, the Duffer brothers have directed a Stranger Things/New Coke commercial that will air before movies in select theatres. You can watch the commercial below.

Stranger Things Season 3 arrives on July 4.