nobody
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Coca-Cola is bringing back New Coke in honor of 'Stranger Things'
https://www.cnn.com/2019/05/21/business/new-coke-stranger-things/index.html
There are three ways for customers to get the retro product: As a gift when they buy limited-edition "Stranger Things" Coke and Coke Zero Sugar glass bottles online starting Thursday, through "Stranger Things" themed pop up vending machines that will be in cities this summer, or as a giveaway when they purchase a gift or ticket at the World of Coca-Cola in Atlanta. Coca-Cola has produced under 500,000 of the New Coke 12-ounce cans, and expects to run out quickly.
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It's just a marketing ploy that seems to have worked because this thread exists.
I would add in the nostalgia kick that every brand/company/etc has been on due to popularity with those longing for days of old. Pepsi Throwback, etc....
BUT, there are now arcades back in the D/FW area, so I guess the nostalgia kick isn't all bad. And these arcades serve alcohol! YES!