How Stranger Things turned product placement into powerful marketing

Stranger Things is one of Netflix’s biggest shows, but its success is not just down to monsters, mystery and 80s vibes. The series is also a brilliant example of how product placement can be used as a smart marketing strategy that benefits both brands and Netflix.

Instead of using obvious adverts, Stranger Things weaves real brands into the story so naturally that many viewers barely notice they are being marketed to. Two of the strongest examples are Coca-Cola and Reebok.

What is product placement?

Product placement is when a real brand or product appears in a TV show or film as part of the content itself. There is no advert break and no hard sell. The product simply exists in the world of the show.

In Stranger Things, this works perfectly because the brands match the 1980s setting and the lifestyle of the characters.

Coca-Cola and Stranger Things

Coca-Cola played a big role in season 3 of Stranger Things, especially through the return of New Coke. Characters are shown drinking it and even arguing about whether it tastes better than the original. This product placement continue in season 4.

It turns a drink into part of the storyline, rather than just a background prop.

Why this was clever for Coca-Cola

• Huge attention without traditional advertisingNew Coke had failed in the 1980s, but Stranger Things brought it back into conversation. Social media was full of people debating it, joking about it and trying it for themselves.

  
  

• Strong link to nostalgiaOlder viewers remembered New Coke, while younger viewers discovered it for the first time. This helped Coca-Cola connect with two very different age groups at once.

  
  

• Positive brand exposureEven when characters disagreed about the taste, the brand was still talked about constantly. This kept Coca-Cola at the centre of attention.

  
  

• Increased sales and engagementCoca-Cola released limited cans of New Coke, which quickly sold out. Fans wanted to try the drink they had seen on screen.

Why this helped Netflix

• Made the show feel more realSeeing a real brand that actually existed in the 1980s makes the setting feel authentic and believable.

  
  

• Free promotionCoca-Cola promoted the partnership across its own social media and marketing channels, advertising Stranger Things to millions of people.

  
  

• More online buzzThe New Coke debate encouraged memes, TikToks and YouTube videos, keeping the show trending long after episodes were released.

  
  

Reebok and Stranger Things

Reebok partnered with Netflix to release Stranger Things-themed trainers and clothing, inspired by the characters and the 1980s style of the show. Reebok footwear also fits naturally with what teenagers would have worn at the time.

This was not just product placement. It was a full collaboration.

Why this worked for Reebok

• Made the brand feel cool againReebok used Stranger Things to reconnect with younger consumers who may normally choose Nike or Adidas.

  
  

• Emotional connection with fansBuying the trainers was not just about shoes. Fans felt like they were buying into the world of Stranger Things.

  
  

• Limited editions created hypeBecause the products were limited, they sold out quickly and were shared heavily on social media.

  
  

• Global exposureAs a Netflix show watched around the world, Stranger Things gave Reebok international visibility without needing multiple advertising campaigns.

  
  

Why this helped Netflix

• Extended the show beyond the screenThe collaboration turned Stranger Things into a lifestyle brand, not just a TV series.

  
  

• More marketing without extra costReebok promoted the show in stores, online and on social media, increasing reach without Netflix paying for adverts.

  
  

• Extra revenue streamsBrand partnerships and licensing deals help Netflix make money beyond subscriptions.

  
  

Why product placement works so well in Stranger Things

The key reason this strategy works is because it does not feel forced. The brands:

• Fit the time period

  
  

• Match the characters

  
  

• Add to the story rather than interrupt it

  
  

Viewers are more likely to remember and trust brands when they are linked to characters and emotions, rather than adverts they want to skip.

Stranger Things shows that modern marketing is not just about adverts and slogans. It is about:

• Creating experiences

  
  

• Building emotional connections

  
  

• Making brands part of popular culture

  
  

For businesses, the big lesson is clear. If marketing feels natural and entertaining, consumers are far more likely to engage with it.

For Netflix, product placement helps fund content, build hype and turn a TV show into a global brand. For companies like Coca-Cola and Reebok, it is a powerful way to reach young audiences in a way that feels fun rather than forced. Questions for business students to consider:

1. Explain what is meant by product placement as a marketing strategy.

   
   

2. Using the Stranger Things article, analyse why product placement was an effective marketing strategy for either Coca-Cola or Reebok.

Extension: Evaluate whether product placement is a better promotional strategy than traditional advertising for targeting young audiences (aged 16–25).