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Old 05-21-2019, 02:58 PM   #1
BluBonnet BluBonnet is offline
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Default New Coke makes a comeback as "Stranger Things" tie-in

New Coke makes a comeback as "Stranger Things" tie-in

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New York (CNN Business)Coca-Cola is hoping a failed product from the 1980s will help it go viral in 2019.

The company is bringing back a limited number of New Coke cans in honor of the upcoming third season of "Stranger Things," in which the product is featured.
"Stranger Things" creators Ross and Matt Duffers came up with the idea to bring New Coke back as a way to promote the show, which will start streaming on Netflix on July 4. The third season of the show takes place during the summer of 1985 when Coca-Cola debuted a new recipe for its iconic beverage. So-called New Coke was a flop: Consumers reacted so poorly to the new drink that Coca-Cola pulled it from shelves after a few months.

Bringing New Coke back is a way for Coca-Cola to "not take ourselves too seriously," Stuart Kronauge, president of Coke's sparkling business unit and senior vice president of marketing for Coca-Cola North America, told CNN Business. And it wasn't easy to recreate the product: Coca-Cola had to reach into its archives to get the design of right, and dig through its vault to recover the recipe.

"Maybe a while ago we wouldn't have done this," Kronauge said. "But we're changing and trying to innovate in ways that are beyond traditional new products. This is a cultural innovation." Coca-Cola recently partnered with Disney Parks & Resorts on custom designs for Coke products being sold at Disney's new "Star Wars" theme park, "Galaxy's Edge."

The partnership is a way for Coke to reach people in an evolving media landscape.
"Buying a 30-second ad to drop into a certain time-frame is not as valuable as it once was," Kronauge said.
"The world is changing into streaming and non-ad platforms and subscription-based platforms," she added. "So it's important for us to make sure that we are where our consumers' eyeballs and hearts and spirits are." The new promotion is designed to "break the internet" Kronauge said.
CNew York (CNN Business)Coca-Cola is hoping a failed product from the 1980s will help it go viral in 2019.

The company is bringing back a limited number of New Coke cans in honor of the upcoming third season of "Stranger Things," in which the product is featured.
"Stranger Things" creators Ross and Matt Duffers came up with the idea to bring New Coke back as a way to promote the show, which will start streaming on Netflix (NFLX)on July 4. The third season of the show takes place during the summer of 1985 when Coca-Cola (KO) debuted a new recipe for its iconic beverage. So-called New Coke was a flop: Consumers reacted so poorly to the new drink that Coca-Cola pulled it from shelves after a few months.
Bringing New Coke back is a way for Coca-Cola to "not take ourselves too seriously," Stuart Kronauge, president of Coke's sparkling business unit and senior vice president of marketing for Coca-Cola North America, told CNN Business. And it wasn't easy to recreate the product: Coca-Cola had to reach into its archives to get the design of right, and dig through its vault to recover the recipe.
"Maybe a while ago we wouldn't have done this," Kronauge said. "But we're changing and trying to innovate in ways that are beyond traditional new products. This is a cultural innovation." Coca-Cola recently partnered with Disney Parks & Resorts on custom designs for Coke products being sold at Disney's new "Star Wars" theme park, "Galaxy's Edge."

Customers will be able to get New Coke while supplies last starting on Thursday.
The partnership is a way for Coke to reach people in an evolving media landscape.
"Buying a 30-second ad to drop into a certain time-frame is not as valuable as it once was," Kronauge said.
"The world is changing into streaming and non-ad platforms and subscription-based platforms," she added. "So it's important for us to make sure that we are where our consumers' eyeballs and hearts and spirits are." The new promotion is designed to "break the internet" Kronauge said.

There are three ways for customers to get the retro product: As a gift when they buy limited-edition "Stranger Things" Coke and Coke Zero Sugar glass bottles online starting Thursday, through "Stranger Things" themed pop up vending machines that will be in cities this summer, or as a giveaway when they purchase a gift or ticket at the World of Coca-Cola in Atlanta. Coca-Cola has produced under 500,000 of the New Coke 12-ounce cans, and expects to run out quickly.
The company is also selling "Stranger Things" themed cans of regular Coke and Coke Zero Sugar, and is releasing a remake of a 1980s ad featuring characters from the show.
For Netflix, the partnership is a way to advertise in new channels.

"We exist on the internet, and Coke has a century of experience in building consumer products that are physical," Barry Smyth, Head of Global Partner Marketing at Netflix, told CNN Business. The streaming platform is also partnering with a number of other companies, including Lego, H&M, Schwinn and Baskin-Robbins, to promote the upcoming season.

There are three ways for customers to get the retro product: As a gift when they buy limited-edition "Stranger Things" Coke and Coke Zero Sugar glass bottles online starting Thursday, through "Stranger Things" themed pop up vending machines that will be in cities this summer, or as a giveaway when they purchase a gift or ticket at the World of Coca-Cola in Atlanta. Coca-Cola has produced under 500,000 of the New Coke 12-ounce cans, and expects to run out quickly.
The company is also selling "Stranger Things" themed cans of regular Coke and Coke Zero Sugar, and is releasing a remake of a 1980s ad featuring characters from the show.
For Netflix, the partnership is a way to advertise in new channels.

"We exist on the internet, and Coke has a century of experience in building consumer products that are physical," Barry Smyth, Head of Global Partner Marketing at Netflix, told CNN Business. The streaming platform is also partnering with a number of other companies, including Lego, H&M, Schwinn and Baskin-Robbins, to promote the upcoming season.
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Old 05-22-2019, 05:36 PM   #2
Scoot79 Scoot79 is offline
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While I'm glad it's making a comeback, this whole "very limited thing and only being sold online at cokestore.com" sucks. Why are they making it so limited? Here's an idea - Why not bring it back in a national rollout, not to replace the original Coke, as was the case in 1985-1986, but to be sold alongside the original and, if it sells well, keep it among the regular products. I want to buy some, but I'm afraid I'm going to miss out because it's so limited.

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Customers will be able to get New Coke while supplies last
Yeah, probably a few minutes and the server will probably crash from the traffic. Lame.
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Old 05-22-2019, 05:40 PM   #3
BluBonnet BluBonnet is offline
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Maybe they're just teasing us before announcing it's coming back for good?
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Old 05-22-2019, 05:51 PM   #4
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Quote:
Originally Posted by BluBonnet View Post
Maybe they're just teasing us before announcing it's coming back for good?
I wish, but Pepsi did almost the same thing with Crystal Clear Pepsi. It was first on the market in 1992-1993 and came back in 2016, but was gone by 2017 or 2018. At least you didn't have to buy it online though and you could get it in stores although only in 20 oz. bottles. (Why not 2 liters and 12-pack 12 oz cans?)
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Old 05-22-2019, 07:04 PM   #5
BluBonnet BluBonnet is offline
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Quote:
Originally Posted by Scoot79 View Post
I wish, but Pepsi did almost the same thing with Crystal Clear Pepsi. It was first on the market in 1992-1993 and came back in 2016, but was gone by 2017 or 2018. At least you didn't have to buy it online though and you could get it in stores although only in 20 oz. bottles. (Why not 2 liters and 12-pack 12 oz cans?)
But at the time, Pepsi announced it was doing it on a limited-time basis
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Old 05-22-2019, 08:07 PM   #6
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Tell me when Pepsi brings back Pepsi Blue.

Nothing else matters.
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Old 05-22-2019, 08:17 PM   #7
BluBonnet BluBonnet is offline
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Originally Posted by BizCat View Post
Tell me when Pepsi brings back Pepsi Blue.

Nothing else matters.
Pepsi Blue... was that the one that tasted like bubble gum?
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Old 05-23-2019, 10:13 PM   #8
Scoot79 Scoot79 is offline
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Quote:
Originally Posted by BluBonnet View Post
Pepsi Blue... was that the one that tasted like bubble gum?
Kind of tasted like cotton candy to me, but it sure was good.

Oh, and Cokestore.com crashed from the traffic.
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Old 05-23-2019, 10:14 PM   #9
BluBonnet BluBonnet is offline
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Originally Posted by Scoot79 View Post
Kind of tasted like cotton candy to me, but it sure was good.

Oh, and Cokestore.com crashed from the traffic.
That's never a good sign
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Old 05-23-2019, 10:17 PM   #10
Scoot79 Scoot79 is offline
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I'm already expecting to miss out, which is why the should offer it on a larger scale. Hopefully, they will, but I'm not gonna hold my breath on that either.
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Old 05-23-2019, 10:29 PM   #11
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Quote:
Originally Posted by Scoot79 View Post
Oh, and Cokestore.com crashed from the traffic.
They may have gone back to one of their original ingredients:
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