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The Coca-Cola Co is bringing back New Coke for a limited time in the US as part a tie-up with retro Netflix show Stranger Things.

Coca-Cola will relaunch New Coke on 23 May

Coca-Cola will relaunch New Coke on 23 May

New Coke, which was launched in 1985 but quickly discontinued after a consumer backlash, will go on sale from Coke's online store from 23 May in a "very" limited promotional run, Coca-Cola said today. Two cans - made to the 1985 recipe - will be part of a bundle that also includes a limited-edition and numbered Stranger Things/Coca-Cola and Coke Zero Sugar 8oz glass bottle.

A custom-built vending machine in selected US cities, starting with New York, will also dispense free cans of New Coke for a limited time.

The activation comes as season three of Stranger Things starts on Netflix. The show is set in the 1980s and the third series, which debuts on 4 July, opens in 1985.

"In a world of shifting media consumption, we continue to challenge ourselves to find creative and meaningful ways to participate in non-advertising platforms like Netflix to engage with the millions of fans who subscribe to streaming content services," said Geoff Cottrill, senior vice president of strategic marketing, Coca-Cola North America. "We're excited to partner with Netflix and play a key role in recreating the summer of 1985 in a uniquely Coca-Cola way."

New Coke was taken off shelves after just 79 days because consumers did not like the taste. Coca-Cola was partly inspired to launch the reformulated Coke because of the success rival PepsiCo had with its Pepsi Challenge marketing.

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