When New Coke debuted, it was met with such an uproarious backlash that the brand pulled it from the market after less than three months and returned to the original "classic" recipe. So, why on Earth would they want to bring it back?
Well, it's all about nostalgia.
“When Netflix told us season 3 was going to be set in the summer of 1985 -- with the tagline that ‘one summer could change everything’ -- that rang so true for us,” said Oana Vlad, director of Coca-Cola Trademark for Coca-Cola North America, in a statement. “Ultimately, we looked around the room and said, ‘Why wouldn’t we do this? No one would have ever thought we’d produce New Coke again after what happened in 1985, but we all agreed that if we wanted to partner with Netflix and Stranger Things in a truly culturally relevant way that would resonate with our fans -- and theirs -- then we had to make the New Coke story come to life.”
If you're jonesing for a fix of the stuff, or want a taste for the first time, you'll need to act fast once they hit the e-store on Thursday. The release is very limited and expected to sell out quickly. Cans of New Coke will be available as part of a bundle when you buy at least two limited-edition Stranger Things Coca-Cola classic or Coke Zero 8-oz. glass bottles. You'll also have the chance to snag one from special Stranger Things-themed vending machines that will be popping up in select cities starting this week.
Otherwise, you'll just have to wait another three decades for a chance to sip a legendary failure.