Coca Cola’s New Coke Is Coming Back Thanks To ‘Stranger Things’

Coca-Cola is bringing back New Coke, a failed product from the 80s, in hopes that it will go viral in 2019. Though the company is only bringing back a limited number cans, the product will be featured in the upcoming third season of Stranger Things.

The creators of Stranger Things, Ross and Matt Duffers, came up with the idea to bring New Coke back to promote the show. The series will begin streaming on Netflix on July 4, and it will take place in the mid 1980s – when Cola-Cola debuted the new recipe for their iconic beverage.

When Cola-Cola first branded New Coke, consumers reacted so negatively that it had to be pulled from the shelves only a few months after launching. New Coke was then rebranded as Coke II, but only sold in some places in 1985. This is the first time since the 80s that Coca-Cola has brought  back New Coke.

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Stuart Kronauge, the president of Coke’s sparkling business and senior vice president of marketing for Cola-Cola North America, told CNN, “It’s important for us to make sure that we are where our consumers’ eyeballs and hearts and spirits are. The new promotion is designed to break the internet.”

Coca-Cola has produced under 500,000 of the New Coke 12-ounce cans, and they expect to run out quickly. They are also selling Stranger Things-themed cans of regular Coke and Coke Zero Sugar.