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Library/Campaign/New Coke x Stranger Things
Grade B21 sourcesHIS-00310

New Coke x Stranger Things

Campaign · 2019 · Niche

36Editable slideCertificate

Demand for $19.85 New Coke collector packs disrupted Coca-Cola’s ordering site.

The upside-down New Coke vending machine used for the Stranger Things promotion.
The Coca-Cola Company
New Coke cans pictured for the Stranger Things promotion.
CBS News
Stranger Things
Variety
New Coke craze: ‘Stranger Things’ collaboration has soda in hot demand
The Atlanta Journal-Constitution
Getting Stranger Things "New Coke" — Rad Years
Rad Years
Coca-Cola Partners with Netflix’s Stranger Things for 1980s Nostalgia - Coca-Cola UNITED
Coca-Cola UNITED
The Power Of Brand Partnerships
Hollywood Branded
The real stars of "Stranger Things"? All those brand names
CBS News
The Stranger Things cast drank New Coke in Coca-Cola’s Duffer brothers-directed campaign film.
The Coca-Cola Company

Spread Score

How it works
Reach39Contagion35Breadth50Velocity24Longevity2536

Numbers

Peak date
Week of Jul 11, 2019
May 21 ’19 to Week of Jul 11, 2019
Platforms
5
Started on X
Origin
Mixed
Food & beverage

Mechanics

  • Scarcity drop
  • RevivalPrimary
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Coca-Cola launched a cast ad, then offered limited New Coke collector packs. Ordering failures prompted Twitter jokes, Reddit complaints and an apology. The season’s release renewed attention and criticism of Coke’s prominence. Sales totals were not disclosed.

Dates use the stated precision; chart positions are date anchors.

Google searchesMay ’19JunJulAugSepNovJan ’20PeakXPressOpen webRedditRetail
XPressOpen webRedditRetail

14 more events on this chart

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Timeline (17)

  1. May 2019

    Coca-Cola seed · May 21 ’19

    Coca-Cola posted its Stranger Things cast ad as it announced the return of New Coke.[1][2][3][4]

    New Coke cans pictured for the Stranger Things promotion.
    Open the first post ↗

  2. Variety press · May 21 ’19

    Variety reported the Duffer brothers made the ad and Coca-Cola planned to offer about 500,000 cans.[2]

    Stranger Things

  3. Coca-Cola commercial · May 23 ’19

    New Coke collector packs became available online at 5 p.m. ET; demand disrupted the ordering site.[3][5]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 20 sources · Score 36
Origin
Mixed
Sector
Food & beverage
Region
US
Reported figure
—
Evidence
Grade B

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How the next thing spread, the week it does.

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Google searchesMay ’19JunJulAugSepNovJan ’20PeakXPressOpen webRedditRetail
XPressOpen webRedditRetail

14 more events on this chart

Join free to see them

  1. May 2019

    Coca-Cola seed · May 21 ’19

    Coca-Cola posted its Stranger Things cast ad as it announced the return of New Coke.[1][2][3][4]

    New Coke cans pictured for the Stranger Things promotion.
    Open the first post ↗

  2. Variety press · May 21 ’19

    Variety reported the Duffer brothers made the ad and Coca-Cola planned to offer about 500,000 cans.[2]

    Stranger Things

  3. Coca-Cola commercial · May 23 ’19

    New Coke collector packs became available online at 5 p.m. ET; demand disrupted the ordering site.[3][5]

  1. platform jump · May 23 ’19

  2. platform jump · Week of May 23, 2019

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Why it worked

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