Step into Hawkins, Indiana, 1985, and you might notice something more than Demogorgons and flickering Christmas lights—New Coke. Netflix’s Stranger Things cleverly embeds this brief but explosive chapter of American consumer culture, creating a layered nostalgia that goes beyond the typical pop references.
April 23, 1985, marked what is arguably the boldest—and arguably the most infamous—marketing gamble in beverage history. The Coca-Cola Company introduced New Coke, a sweeter version of its classic soda. For 99 years, the original formula had reigned supreme, but Coca-Cola’s leadership, led by then-CEO Roberto Goizueta, sought to revamp the brand in the face of Pepsi’s growing market share. Goizueta admitted candidly, “We set out to change the dynamics of sugar colas in the United States, and we did exactly that -- albeit not in the way we had planned.”
The immediate backlash was epic. Consumers, loyal to the traditional taste, revolted. Hotline calls surged from 400 to 1,500 a day. Protest groups like the Society for the Preservation of the Real Thing emerged almost overnight. People even stockpiled cases of Coca-Cola Classic, fearful the original recipe would vanish forever. It’s a scene so surreal it could have been lifted straight from the Upside Down, and Stranger Things captures this cultural whirlwind perfectly, blending history with the show’s nostalgic lens.
By incorporating New Coke into its 1980s backdrop, the series reminds viewers that this was a time when consumer identity could be fiercely tied to taste. Just as the residents of Hawkins face uncanny phenomena, everyday Americans grappled with something equally disruptive—their familiar cola disappearing from shelves. The show’s subtle nods to this marketing saga serve to anchor the supernatural thrills in a tangible, historically rich reality.
Coca-Cola’s gamble was calculated. Market studies involving nearly 200,000 participants suggested a preference for the sweeter New Coke over the original. Logic dictated success, but the company underestimated the emotional attachment consumers had cultivated over decades. Taste tests, while scientifically robust, overlooked a critical factor: people were deeply sentimental about Coca-Cola. It was not just a drink; it was comfort, ritual, and Americana distilled into a can.
Stranger Things captures this tension beautifully. The show’s 1985 setting isn’t merely decorative; it reflects a cultural ecosystem where choices—whether supernatural or mundane—carry weight. Characters navigate friendships, adolescence, and terrifying creatures, paralleling the real-life upheaval New Coke caused in living rooms and lunchrooms across the country. Fans watching the episodes can almost taste the disillusionment, the hoarding, the protests, the outrage. It’s a moment when pop culture, marketing, and personal loyalty intersect in vivid colour, perfectly evoking the chaos of the mid-80s.
The reversal of New Coke’s fortunes was swift. On July 11, 1985, less than three months after the ill-fated launch, Coca-Cola returned the original formula under the banner of Coca-Cola Classic. The media coverage was massive. Goizueta reflected on the decade-long impact, noting, “But the most significant result of 'new Coke' by far...was that it sent an incredibly powerful signal.” The signal was clear: brands must take risks to stay relevant, but they must also respect the emotional investments of their audience.
Within Stranger Things, this return parallels moments of resolution and restoration. Just as Coca-Cola Classic brought a sense of normalcy after the tumult of New Coke, the show’s narrative arcs often resolve chaos in Hawkins with a return to equilibrium, however temporary. The inclusion of New Coke serves as a clever metaphor for loyalty, resilience, and the unpredictability of both human and corporate behaviour.
Stranger Things thrives on blending the supernatural with nostalgia, and New Coke exemplifies this approach. It is not merely a historical footnote; it is woven into the narrative fabric, evoking the era’s cultural texture. The 1980s were a time of bold marketing experiments, pop icons, and consumer enthusiasm that could swing wildly on a whim. Embedding New Coke into the series achieves multiple layers of storytelling: it grounds the supernatural in a believable world, enriches the historical authenticity, and offers playful recognition for viewers who remember—or have read about—the fiasco.
The scene functions as both comic relief and cultural commentary. While Hawkins’ kids battle shadowy creatures in the Upside Down, adults grapple with everyday upheavals like the Coca-Cola dilemma. It creates a parallel universe where high-stakes teen adventures coexist with the absurdity of corporate miscalculations, inviting audiences to revel in the specificity of the era. Fans are rewarded with this dual nostalgia: the thrill of 1980s youth culture and the shared memory of pop-cultural touchstones like New Coke.
In doing so, Stranger Things emphasises how deeply intertwined personal memory and pop culture can be. The show doesn’t just transport viewers to the 1980s; it immerses them in the zeitgeist, from fashion and music to the national outrage over a changed soda recipe. New Coke’s rise and fall becomes emblematic of the era’s larger themes: rebellion, loyalty, risk, and the unpredictable consequences of change. It’s a reminder that even the most iconic products are vulnerable to cultural scrutiny and that audience perception often outweighs corporate intent.
This nuanced inclusion enhances the series’ storytelling by layering real-world events with supernatural fiction. Just as the Upside Down challenges the residents of Hawkins, New Coke challenged the American public’s expectations of everyday normalcy. Both confrontations—one fictional, one historical—reveal the power of attachment, whether to a town, a creature, or a familiar taste. The show transforms New Coke from a mere marketing blunder into a narrative device that amplifies the emotional resonance of its 1980s setting.
The saga of New Coke in Stranger Things is a reminder of how the series excels at intertwining real and fictional histories. It’s not about a soft drink; it’s about the cultural currents of the mid-80s, the unpredictability of human behaviour, and the whimsical yet impactful decisions that define an era. By highlighting a seemingly small but culturally significant moment, the show invites viewers to reflect on how attachment, nostalgia, and resistance to change shape our experiences.
As audiences gear up for Stranger Things 5, the inclusion of New Coke serves as a miniature portal into the period’s social and commercial fabric. Just like the residents of Hawkins navigating the perils of the Upside Down, viewers are reminded that even the most innocuous aspects of daily life—like a favourite soda—can become arenas for emotion, loyalty, and upheaval.
So, while enjoying the next season, it might be worth cracking open a Coca-Cola Classic. Sip slowly and imagine the chaos of 1985, a world where a simple formula change could inspire mass protest, hoarding, and cultural reflection. Stranger Things ensures that history isn’t just a backdrop; it’s a vibrant participant in the storytelling, blending education, nostalgia, and narrative depth into a single, fizzing experience.
