Coca-Cola Is Bringing Back New Coke 34 Years After Its Epic Flop
23 Mai, 2019, 01:34 | Auteur: Christine Menetries
In April 1985, after losing market share to other soft drinks, Coca-Cola made a decision to reformulate its signature soda. "When we heard that Season 3 would be set in the summer of 1985 and they wanted to integrate New Coke, we knew we had an opportunity to revisit that time period in a fun and unexpected way that would also allow us to be part of one of this year's most anticipated pop culture moments".
Netflix's head of partnership marketing Barry Smyth said the idea first surfaced in 2017 in a meeting, and was meant as an unrealistic joke.
The reformulated Coca-Cola, which pretty much everyone called "new Coke", was supposed to reinvigorate the brand, according to the company, but instead it started a firestorm of seething rage among consumers.
It's impressive that Netflix was able to convince Coca-Cola to bring its notoriously failed recipe back on behalf of Stranger Things, especially considering no money was exchanged between the two for the promotion.
For Netflix, the partnership is a way to advertise in new channels. "We are doing it to create good experiences for members, to the extent the creative expression of a show can be supported by working with a brand". Hasbro Inc. has released a "Stranger Things" version of the popular board game Monopoly, while clothing retailer Hot Topic Inc. has sold "Stranger Things" T-shirts and sweatshirts. Cans will carry special Stranger Things promotional designs, and the company has even remade its original New Coke ad to add a Stranger Things twist.
New Coke cans roll off a production line near Atlanta earlier this month. It should be noted that the third season of the show will take place in 1985, the same year that New Coke was initially launched.
The drink is coming back, however, as part of a deal that will see it weaved into episodes of the third season of Stranger Things.
Free cans of New Coke will also be available for a limited time via an Upside-Down-inspired vending machine in select cities, starting Thursday in NY and moving to other locations.
We asked the question, 'What would really blow it out of the water for this campaign?' They jokingly said, 'Bring back New Coke.' They thought it was a joke. "That's good for us, and it's good for 'Stranger Things'".
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