Netflix Stranger Things x Coke
How a 1980s brand 'failure' became the most talked-about campaign of the decade.
Category
Culture
Country
USA
Year
2019
Netflix Stranger Things x Coke
How a 1980s brand 'failure' became the most talked-about campaign of the decade.
Category
Culture
Country
USA
Year
2019
The Challenge
Coca-Cola needed to break through cultural noise and reconnect with younger audiences — not through nostalgia alone, but through genuine cultural relevance.
Coca-Cola needed to break through cultural noise and reconnect with younger audiences — not through nostalgia alone, but through genuine cultural relevance.
The Approach
New Coke was the most controversial move in Coca-Cola's history — a product that launched in the 1980s and created an immediate public backlash. We took that very moment and turned it into an asset. By capitalising on the Stranger Things Season 3 premiere and its 1980s setting, we broke the internet, earned billions of impressions, and made Coca-Cola the most talked-about brand of the summer — without a single dollar of traditional media spend leading it.
New Coke was the most controversial move in Coca-Cola's history — a product that launched in the 1980s and created an immediate public backlash. We took that very moment and turned it into an asset. By capitalising on the Stranger Things Season 3 premiere and its 1980s setting, we broke the internet, earned billions of impressions, and made Coca-Cola the most talked-about brand of the summer — without a single dollar of traditional media spend leading it.
The Results
8.8B
Media Impressions
Media Impressions
Top #5
Trending on Twitter
$2.5M
E-com Revenue