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Coca-Cola Will Revive New Coke in Alliance With Netflix, 'Stranger Things' [View all]
Source: Variety
Coca-Cola Will Revive New Coke in Alliance With Netflix, ‘Stranger Things’
By BRIAN STEINBERG
A rush of TV watchers to streaming video has prompted Coca-Cola to test an interesting pour.
Coca-Cola will bring New Coke back to market for a brief time, all part of a partnership with Netflix, which has featured Coke in its cult-favorite series “Stranger Things.” The third season of the series, set in 1985, will weave New Coke into select episodes, and so the streaming-video outlet approached the beverage giant about taking part in a promotion that will boost the return of the series as well as the company’s flagship drink.
The formula for New Coke has languished in the Atlanta vaults of The Coca-Cola Company for years, left to collect dust after an ill-fated launch in 1985. More than thirty years later, the company thinks consumers will clamor for the beverage they once declined to love.
“This is uncharted territory for us,” says Geoff Cottrill, senior vice president of strategic marketing for Coca-Cola North America, in an interview. “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.”
-snip-
By BRIAN STEINBERG
A rush of TV watchers to streaming video has prompted Coca-Cola to test an interesting pour.
Coca-Cola will bring New Coke back to market for a brief time, all part of a partnership with Netflix, which has featured Coke in its cult-favorite series “Stranger Things.” The third season of the series, set in 1985, will weave New Coke into select episodes, and so the streaming-video outlet approached the beverage giant about taking part in a promotion that will boost the return of the series as well as the company’s flagship drink.
The formula for New Coke has languished in the Atlanta vaults of The Coca-Cola Company for years, left to collect dust after an ill-fated launch in 1985. More than thirty years later, the company thinks consumers will clamor for the beverage they once declined to love.
“This is uncharted territory for us,” says Geoff Cottrill, senior vice president of strategic marketing for Coca-Cola North America, in an interview. “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.”
-snip-
Read more: https://variety.com/2019/digital/news/coca-cola-new-coke-netflix-stranger-things-1203221943/
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