Although Netflix has always held its ground regarding ads on its streamer, for the first time, it has allowed a team-up between the third season of its most popular show, Stranger Things, and Coca-Cola, according to Deadline. With the new season comes many changes, while simultaneously serving as a flashback to the past. In this union, “New Coke,” the drink that was recalled in 1985, will be brought back to life in conjunction with the new season.
Coke launched advertisements for the New Coke featuring Stranger Things characters in a joint branding, promoting both Coke and the new season, which debuts July 4. Set in 1985, the Duffer brothers decided to feature “New Coke” within the season, leading to the idea of bringing back the product, according to CNN. The ad, which is actually a remake of a real New Coke advertisement from 1985, is expected to play in theaters. In it, reminders that this is not only a Coke ad but also part of the Stranger Things universe are shown with the Coke logo flipping upside down, as well as synthesized theme music from the show.
Netflix has worked with Coca-Cola in order to add a new element to the show, but does not plan on advertising in the traditional sense, with both companies confirming that Coke did not provide any payments to Netflix.
“Maybe a while ago we wouldn’t have done this,” said Stuart Kronauge, North America’s senior vice president of marketing. “But we’re changing and trying to innovate in ways that are beyond traditional new products. This is a cultural innovation.”
— Coca-Cola (@CocaCola) May 21, 2019
For those wanting to get a hand on this product, there are only three ways, and they are limited. First, you can get it as a gift when you buy limited-edition “Stranger Things” Coke and Coke Zero in retro-styled glass bottles. These are available online beginning Thursday as long as supplies last. Second, you can get them through Stranger Things vending machines that will be available in cities this summer. Third, you can win one in a giveaway only in Atlanta if you purchase a gift or ticket at the World of Coca-Cola. According to CNN, less than 500,000 12-ounce cans will be available.