If at first you don't succeed, try, try again.
New Coke, the most hated drink in history, is being re-released to coincide with the new season of "Stranger Things."
The upcoming season, which debuts on Netflix on July 4, is set in 1985, the same year New Coke debuted, so the producers thought it only made sense for the kids to be drinking it.
Matt and Ross Duffer, the creators of "Stranger Things," came up with the promotional idea, which Coca-Cola loved. The company decided to resurrect the ill-fated beverage for a new generation.
New Coke was a total disaster when it debuted in 1985. The drink, which was sweeter than the original flavor, lasted just 79 days before the company announced it was going back to the original flavor.
"When New Coke was launched in 1985 it was not received well by the public at all. In fact, it was a big [misfire] by Coca-Cola," said Fox Business Network correspondent Jackie DeAngelis.
The revival of New Coke was top secret. It was called "Project Renewal" and took six months to complete. The company had to retrieve the recipe that had been protected in a locked vault.
Only 500,000 12-ounce cans of New Coke will be produced. Company executives said this promotional tie-in is fun and shows Coca-Cola doesn't take itself too seriously.
"From a marketing and a brand perspective, it seems like it might be a tricky decision for Coca-Cola to bring something back that once failed," said DeAngelis. "But doing it in this way — pairing with Netflix, tapping into the nostalgia that consumers felt at that time of their lives — is actually a brilliant decision."
The drink goes on sale on Coca-Cola's website at 5 p.m. ET on Thursday, May 23.