New Coke, the soda renewal that caused a nationwide uprising 34 years ago, is back with a vengeance and the thanks or guilt is entirely thanks to Netflix.
Coca-Cola drinkers will have the opportunity to try the vintage drink again as part of a promotional campaign between the beverage processing company and Netflix, prior to the upcoming third season of Stranger Things.
The new season of the blockbuster series will take place in the summer of 1985, the same summer in which Coke notoriously tried to change her original formula, but was confronted with a widespread response from angry consumers.
Response to the so-called & # 39; sweeter & # 39; and & # 39; smoother & # 39; The drink version saw a drastic fall in sales, and the company received thousands of angry letters and phone calls to the Atlanta headquarters, and demanded that they bring the recipe back to a more familiar taste.
After being removed from the shelves for only 79 days, New Coke has since been regarded as one of the greatest marketing blunders of all time.
New Coke, the soft drink innovation that triggered a national revolution 34 years ago, is back with a vengeance – and it's all thanks to Netflix & # 39; s Stranger Things
The new season of the blockbuster series will take place in the summer of 1985, the same summer in which Coke infamously tried to change his formula
But 34 years later, the brain behind the ironic 2019 relaunch of the drink hopes that the product will help to arouse nostalgia for its consumers instead of resentment.
& # 39; When Netflix told us that season 3 would take place in the summer of 1985 – with the slogan that & # 39; one summer everything could change & # 39; – that sounded so true to us, & # 39; said Oana Vlad, director of Coca-Cola North America.
& # 39; In the summer of 1985 everything changed for us with the introduction of New Coke, which was also one of the biggest pop culture moments of that year. & # 39;
Employees had to get the recipe for the new cola from the safe for the partnership with Stranger Things.
They also had to recreate the logo and original colors of the first New Coke cans from more than three decades ago.
The project was considered top secret and took more than six months to complete.
Starting Thursday, Coca-Cola will be issuing 500,000 cans of the uneaten drink as part of a Stranger Things promotion package.
A & # 39; reverse & # 39; Stranger Things-inspired vending machines will also appear this summer in selected cities across the country to distribute free Coke cans for a limited time, starting in New York.
Employees had to pick up the recipe for New Coke at the safe for the partnership & # 39; Stranger Things & # 39 ;. They recreated it in six months, including the original design and colors
New Coca-Cola is considered a marketing flop and was replaced by the original recipe only 79 days after the launch, after a tightening of the sales figures
But 34 years later, Coca-Cola will issue 500,000 cans of New Coke as part of a Stranger Things package – sharing the opinion of Coca-Cola drinkers
& # 39; The partnership with Coke gives Netflix the opportunity to reach a huge audience through one of the most recognizable brands in the world in a very authentic way & # 39 ;, says Netflix Head of Global Partner Marketing Barry Smyth.
Netflix works with around 75 other companies to focus attention on Stranger Things and improve the authentic retro feel of the show.
The brands include Levi & # 39; s and Baskin and Robbins, which will release new flavors in the coming season, scheduled for release on July 15.
In another deal, H & M will also offer a line of 80s-inspired clothing, including T-shirts, bathing suits, visors and flip-flops. Some items have the Stranger Things logo & # 39; s, but some will be made to wear clothing worn by the characters.
The reaction to the relaunch of New Coke is mixed, while many on Twitter recall their & # 39; traumatic & # 39; first sips of the drink in 1985. However, some say they are willing to try again.
& # 39; This is pretty cool!, & # 39; exclaimed a tweeter. & # 39; I buy a few so that I can show my children how bad it has tasted. & # 39;
& # 39; Ugh, & # 39; another said. & # 39; I still remember the taste after all these years. & # 39;
The makers of the show, Matt and Ross Duffer, said that New Coke would always play a role in the show, even before commercial agreements were made.
& # 39; It was one of the first ideas in our season 3 brainstorm. It was the summer of & # 39; 85, and when you talk about pop culture moments, New Coke was a real problem, & # 39 told the Duffer brothers New York Times.
& # 39; It would have been much more bizarre not to include it. & # 39;
Reaction to the restart of New Coke is mixed, while many on Twitter recall their & # 39; traumatic & # 39; first sips of the drink in 1985
Netflix, with 149 million subscribers, invents new revenue streams by supporting business partnerships and merchandising deals. They collaborated with more than 70 other companies for the Stranger Things series
Barry Smyth, head of marketing at Netflix, agreed and revealed that the idea came up during a board meeting in 2017 – first presented as a bland comment.
& # 39; We asked the question: & # 39; What would it really blow out of the water for this campaign? & # 39; & # 39 ;, Smyth recalled. & # 39; [The Duffer brothers] were joking and saying: & # 39; Return the new cola. & # 39; They thought it was a joke. We have kept it short. & # 39;
Netflix, with 149 million subscribers, comes up with new revenue streams by supporting business partnerships and merchandising deals, to give itself another way to market its shows without interrupting them with advertisements.
The Duffer brothers, however, say that the use of iconic vintage brands and products is no trick to strengthen the show's budget or their own wallet.
They believe that recording products like New Coke is essential to give Stranger Things the authentic feel of some of their own favorite films from the 80s.
& # 39; When we were kids, we were obsessed with those self-healing Nikes in & # 39; Back to the Future Part II & # 39 ;, and of course we loved that Elliott E. T. at Reese & # 39; s attached Pieces & # 39; s, they said in a joint email to the New York Times. & # 39; When we were kids, that made Elliott simply more recognizable, more ordinary, more like us. & # 39;
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