Coca-Cola is set to bring back its flop New Coke formula as part of a partnership with Netflix ahead of the third season of 1980s-set sci-fi series Stranger Things.
The new, sweeter recipe was unveiled in 1985 to replace the original drink, which had been losing market share to sweeter rival Pepsi.
Consumers were hostile to the new taste, however, and ‘Coca-Cola Classic’ returned just three months later, leading some to speculate that the whole thing was a marketing ploy.
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.
The 1980s setting of the show has been a huge part of its nostalgic popularity, and Netflix approached Coca-Cola when they decided to include New Coke in the upcoming season.
Coca-Cola is set to make 500,000 cans of New Coke available via its website and the World of Coca-Cola museum on select days around the release of Stranger Things.
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The company has also produced a remake of an advertising campaign for New Coke, featuring the stars of Stranger Things and directed by show creators The Duffer Brothers.
Geoff Cottrill, senior vice president of strategic marketing for Coca-Cola North America, told Variety that the beverage giant is stepping into “uncharted territory” with the partnership.
He added: “We want to look for ways to work with Netflix, but only in ways that don’t interrupt consumers, and don’t get in the way of the entertainment.
“If we can find ways to integrate authentically and add value to the experience, then we want to be a part of it.”
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Stranger Things season three is teasing a summer setting, with all of the main cast members due to return.
It will premiere globally via Netflix on 4 July.