Fans of the Netflix series Stranger Things will travel back to “the summer that changed everything” – 1985 – when season 3 of the show hits the streaming platform on July 4.
Coincidentally, the summer of 1985 changed everything for
In a first-of-its-kind partnership for Netflix, the Stranger Things team collaborated with
And (spoiler alert!) New Coke will be available this summer via a (very) limited promotional run to bring to life one of 1985’s biggest cultural moments – both on and off screen.
“In a world of shifting media consumption, we continue to challenge ourselves to find creative and meaningful ways to participate in non-advertising platforms like Netflix to engage with the millions of fans who subscribe to streaming content services,” said Geoff Cottrill, senior vice president of strategic marketing,
As video streaming hits continues to expand, Cottrill says this summer’s Netflix partnership will offer even more ways to connect
Stranger Things creators and showrunners Matt and Ross Duffer (“the Duffer Brothers”) – longtime Coke fans – have gone to great lengths to weave the brand into the show’s storyline since its first season. To date,
“New Coke was always going to play a role this season,” the Duffer Brothers, said in a joint email interview with The New York Times. “It was one of the first ideas in our Season 3 brainstorm. It was the summer of ’85, and when you talk about pop culture moments, New Coke was a really big deal. It would have been more bizarre to not include it.”
Stuart Kronauge, president of
Moviegoers will see another “first” from the Coke-Netflix partnership this summer – the first-ever advertisement directed by the Duffer Brothers. The ad, which will run online and in select cinemas nationwide starting May 24, features Stranger Things characters enjoying New Coke at a movie theatre. The spot brings Season 3 into the real world by placing the show’s cast in the plotline of a 1980s
“The partnership with Coke gives Netflix the opportunity to reach a massive audience via one of the most recognizable brands in the world in a deeply authentic way," said Barry Smyth, head of global partner marketing, Netflix. "It also gives Stranger Things fans the chance to expand their engagement with the show into their lives like never before.”
What Was New in 1985 is New Again in 2019
The New Coke comeback will extend beyond cameos on the show, however.
Beginning May 23 at 5 p.m. ET,
Fans can also get their hands on New Coke via an “upside-down” Stranger Things-inspired vending machine that will pop up in select cities, starting May 23 in New York, to dispense free cans of New Coke for a limited time. And fans who buy a ticket to the World of
“Bringing back New Coke for the first time in 34 years seemed like the most organic way to bring this partnership to life,” said Kronauge. “Our commitment to innovation entails more than launching new drinks – it’s also about taking risks and trying bold new things in fun ways to bring delight and value to our fans. Partnering with Stranger Things undoubtedly delivers against this objective.”
Because the limited supply of New Coke is only expected to last a few weeks,