As anticipation builds for the ultimate season of Stranger Issues, manufacturers are as soon as once more competing to earn relevance inside one of popular culture’s most recognizable worlds. For Gatorade and Doritos, the chance went past a regular licensing play.
As a substitute, each manufacturers used the present’s Nineteen Eighties setting as a strategic bridge between leisure, model heritage, and trendy viewers expectations.
Backed by PepsiCo and aligned with Netflix, the marketing campaign reactivated actual archival belongings, reworked legacy artistic, and layered in bodily merchandise, media, and participation mechanics.
Reasonably than merely borrowing Stranger Issues iconography, Gatorade and Doritos rebuilt their advertising across the period that formed each the manufacturers and the present itself.
This breakdown seems to be at how that Nineteen Eighties playbook got here collectively and why it resonated with as we speak’s audiences.
How Gatorade and Doritos Approached the Identical Second Otherwise
PepsiCo ran two parallel creator-driven initiatives for Gatorade and Doritos, every tied to the cultural momentum across the last season of Stranger Issues. As a substitute of constructing a single joint marketing campaign, the groups coordinated across the identical period, tone, and leisure second so every model may activate in its personal model whereas benefiting from shared cultural warmth.
Gatorade leaned into late-Nineteen Eighties sports activities nostalgia — an area the model had traditionally owned — and reintroduced a legacy artistic platform to reconnect with followers who keep in mind the unique work whereas giving youthful audiences an entry level by trendy creators and social codecs. The objective was easy: refresh an iconic model asset and make it related in an entertainment-driven setting the place youthful shoppers reply to storytelling, humor, and retro cues.
Doritos approached the second otherwise. Its activation targeted on fan tradition, remix-ready moments, and retail tie-ins that might spark speedy social engagement. The artistic leaned into Stranger Issues aesthetics that match naturally with the model’s present identification and creator ecosystem, giving influencers clear visible hooks and a storyline they may recreate and translate into short-form content material.
Each campaigns had been scheduled forward of the Season 5 launch window to seize early pleasure and provides retailers and social groups room to construct momentum. The timing created a rolling impact: teaser drops, creator-led reinterpretations, and retail visibility all fed right into a broader wave of consideration main into the premiere.
Doritos, alternatively, leaned into product innovation and participatory stunts that mirrored the over-the-top advertising model of the last decade.
Throughout each executions, the target was not direct product placement throughout the present. As a substitute, the manufacturers aimed to make use of the Stranger Issues universe as a contextual backdrop to bolster long-standing model identities, drive limited-edition product demand, and spark fan engagement past conventional promoting touchpoints.
Standing Out in a Franchise Crowded With Model Tie-Ins
For each manufacturers, the chance round Stranger Issues got here with built-in threat. By the point Season 5 entered its promotional section, the franchise had already hosted years of brand name tie-ins, nostalgia-driven drops, and limited-edition collaborations.
Standing out required greater than slapping logos onto retro packaging or recreating acquainted scenes from the present.
On the identical time, Gatorade and Doritos confronted a broader class problem shared by many legacy CPG manufacturers. Nostalgia stays a strong lever, however it might probably rapidly really feel compelled or by-product if it lacks authenticity.
Each manufacturers wanted to faucet into the Nineteen Eighties in a method that felt earned, particularly for youthful audiences who expertise the last decade primarily by popular culture fairly than lived reminiscence.
There was additionally the executional balancing act. The marketing campaign needed to resonate with long-time followers of the present whereas nonetheless delivering clear model worth. That meant aligning with Stranger Issues’ tone and mythology with out changing into depending on the collection for that means, all whereas translating leisure hype into real-world engagement throughout media, retail, and social channels.
Learn additionally:
Learn additionally:
Take a look at the How CPG Manufacturers Are Merging Cultural Relevance with Efficiency Media: Coca-Cola’s Marketing campaign
Test it out
Turning Model Heritage Right into a Strategic Benefit
The breakthrough for each manufacturers got here from recognizing that Stranger Issues was not only a licensing alternative, however a shared cultural language rooted in a really particular decade. The present’s Nineteen Eighties setting allowed Gatorade and Doritos to lean into their very own genuine histories, fairly than borrowing nostalgia from the skin.
As a substitute of recreating generic retro aesthetics, each manufacturers pulled instantly from actual archives, merchandise, and advertising playbooks that initially existed in the identical period because the collection. That call gave the marketing campaign credibility.
The nostalgia was not stylized or ironic; it was grounded in belongings that had already formed shopper reminiscence many years earlier.
Equally essential was how the manufacturers used the Stranger Issues universe as a metaphor fairly than a backdrop. Gatorade translated the Upside Down into an emblem of athletic strain and efficiency, whereas Doritos used exaggerated, over-the-top storytelling to reflect the spectacle-driven advertising of the Nineteen Eighties.
In each circumstances, the leisure property enhanced the model narrative as a substitute of changing it.
This method ensured the marketing campaign felt additive to the franchise, whereas nonetheless reinforcing long-standing model identities that would stand on their very own exterior the present.
Remodeling a Traditional for a New Era
For Gatorade, the Stranger Issues collaboration was constructed round reviving one thing actual, not recreating one thing retro.
The model reached again to its 1987 “No Unusual Thirst Quencher” marketing campaign and reimagined it as “No Unusual Athlete,” updating the message with out abandoning its authentic DNA. This was not a visible remix for novelty’s sake. It was a strategic resolution to anchor the activation in a platform that already carried many years of fairness.
The artistic translated the world of Stranger Issues into an athletic metaphor. The Upside Down turned a stand-in for the strain, concern, and depth athletes expertise in competitors. Soccer, basketball, and baseball gamers had been proven crossing from on a regular basis gameplay into darker, extra demanding environments, reinforcing Gatorade’s long-standing affiliation with efficiency below stress.
Narration by Myles Garrett additional grounded the story in credibility fairly than spectacle.
Past the hero movie, Gatorade supported the marketing campaign with limited-edition Citrus Cooler bottles, retro-inspired packaging, and capsule merchandise collections that prolonged the nostalgia into retail and ecommerce.
@khleothomas The primary Gatorade X Stranger Issues collab is right here! Comes with a Tee, Towel and the return of the Glass Bottle! Head over to Gatorade.com to buy the equipment. @Gatorade @Stranger Issues
♬ authentic sound – Khleo Thomas
Collectively, these parts created a closed loop between storytelling, product, and buy, guaranteeing the marketing campaign lived past a single media second.
Learn additionally:
Learn additionally:
Take a look at the 6 Should-Attempt Influencer Advertising and marketing Methods for Meals & Beverage Manufacturers
Test it out
Turning Product Drops Into Participation
Whereas Gatorade leaned closely on narrative and legacy promoting, Doritos approached the Stranger Issues second by spectacle, humor, and fan involvement. Reasonably than centering the activation on a single hero spot, Doritos constructed its marketing campaign round product drops and interactive experiences that mirrored the exaggerated advertising model of the Nineteen Eighties.
The model launched limited-edition flavors like Stranger Pizza x Cool Ranch Collisions alongside glow-in-the-dark Spicy Candy Chili Minis, packaged in vintage-inspired designs that stood out on the shelf. These merchandise acted as dialog starters first and snacks second, designed to be photographed, shared, and picked up as a lot as consumed.
Doritos prolonged the nostalgia additional with the “Doritos Telethon for Hawkins,” a intentionally over-the-top, ’80s-style broadcast starring popular culture figures tied to the period.
Followers had been invited to name a devoted telephone line and go away messages of help for the fictional city, with probably the most memorable submissions amplified throughout social channels and even real-world billboards.
In doing so, Doritos shifted the marketing campaign from passive viewing to energetic participation, giving followers a cause to have interaction with the model past the product itself.
The telethon mechanic, specifically, rapidly spilled past Doritos’ owned channels and into fan communities, the place customers started sharing their experiences calling the hotline.
On Reddit and different social platforms, followers in contrast which movie star or character voice they reached, replayed calls to unlock totally different interactions, and speculated about how submitted messages is likely to be utilized in future promotions.
The tone of the dialog was playful, curious, and largely optimistic, with many customers describing the expertise as unexpectedly immersive fairly than purely promotional.
What stood out was the repeat conduct it triggered. Some followers described calling again a number of instances to succeed in totally different recordings, treating the hotline much less like an advert and extra like an interactive Easter egg.
Even confusion in regards to the quantity format turned a part of the expertise, with commenters explaining that additional digits had been ignored, which bolstered the throwback really feel Doritos was aiming for. That sort of low-effort, high-novelty mechanic gave the marketing campaign a built-in cause to maintain resurfacing.
When Retail Drops Develop into Social Content material
Past the telethon, the collaboration gained momentum by creator codecs that had been simple to copy. A number of movies on social media adopted a constant sample: spot the merchandise in retailer, movie the show, name out the restricted parts, then promise a follow-up style check.
@beccawhittle Stranger Issues themed meals?! I’ve to strive these. @goal @strangerthings @netflix @doritos@kelloggscerealus@theofficialchipsahoy@gatorade #strangerthings5 #netflix#strangefood #targetfinds #targetrun #snackbreak #snackideas #uniquefood #foodietiktok
♬ authentic sound – beccawhittle – beccawhittle
In apply, the marketing campaign operated like a retail scavenger hunt, with Goal and snack aisles changing into the set.
Packaging particulars did quite a lot of the work. Creators lingered on character bottles, identified which variations had Stranger Issues designs versus generic restricted version variants, and reacted to add-ons. In these clips, the design was the hook and the acquisition was the proof, which is strictly why the bottles and baggage functioned like media.
@thesnackinshack Let’s strive the Restricted Version @Gatorade x @Stranger Issues Upside Down Citrus Cooler ⚡️ @Gatorade US @GatoradeCanada #gatorade #strangerthings #upsidedown #evaluation #tastetest
♬ Working Up That Hill (A Deal With God) [2018 Remaster] – Kate Bush
Furthermore, style exams and fast scores turned one other main distribution path. Creators tried the Citrus Cooler and the Doritos Collisions on digital camera, in contrast chips facet by facet, and described the flavors intimately.
The reactions weren’t an identical, and that helped. Some praised the novelty and presentation, whereas others questioned how totally different the Upside Down variant actually was. Both method, the format produced commentary that invited replies and follow-ups.
@beccawhittle Who else is tremendous excited for the ultimate season of Stranger Issues?! Make sure that to test it out solely on @netflix on November 26 & strive to not fall into the Upside Down. @strangerthings @gatorade @doritos @kelloggscerealus @theofficialchipsahoy @therealgushers #strangerthings5 #strangerthings #netflix #netflixrecommendation #foodreview #snackbreak #snackideas #eatwithme #consuming #mukbangasmr
♬ authentic sound – beccawhittle – beccawhittle
Scaling the Marketing campaign Throughout Screens, Cabinets, and Streets
With the artistic foundations in place, each manufacturers targeted on distribution methods that would carry the marketing campaign past a single second or channel. In-store discovery content material turned an off-the-cuff distribution channel, with creators turning shelf finds into short-form bulletins, hauls, and follow-up critiques.
For Gatorade, that meant main with video and high-impact placements. The hero movie launched throughout social and digital first, earlier than increasing into linked TV placements timed round main stay sports activities moments and leisure programming tied to Stranger Issues.
Out-of-home takeovers in cities like New York, Los Angeles, and Cleveland bolstered scale and visibility, whereas retail acted as a last touchpoint by collectible bottles and limited-edition merchandise.
Doritos took a extra fragmented however extremely shareable method. Product packaging turned a major media floor, designed to set off curiosity each in-store and on-line. Social channels amplified the telethon mechanic by surfacing fan reactions, name outcomes, and movie star cameos, whereas real-world billboards prolonged the activation offline by spotlighting standout fan messages.
On this case, earned consideration turned as essential as paid attain.
Throughout each manufacturers, the unifying thread was channel intent. Every touchpoint had a transparent position, whether or not that was driving consciousness, encouraging participation, or changing nostalgia into product demand.
Reasonably than forcing a single message in all places, the marketing campaign allowed every channel to do what it does greatest, making a layered expertise that unfolded over time as a substitute of peaking suddenly.
Learn additionally:
Learn additionally:
Take a look at the Inside Goal’s Social-First Marketing campaign for Its Woolrich Collaboration
Test it out
Why This Marketing campaign Labored
At its core, the Gatorade and Doritos activation succeeded as a result of it handled nostalgia as a strategic asset fairly than a surface-level aesthetic. Each manufacturers resisted the temptation to easily mimic the appear and feel of the Nineteen Eighties.
As a substitute, they anchored their executions in actual model historical past and merchandise that already existed throughout the period Stranger Issues references, which gave the marketing campaign rapid credibility with audiences.
Equally essential was the readability of roles between the 2 manufacturers. Gatorade targeted on narrative and efficiency, utilizing the Upside Down as a metaphor that aligned naturally with athletic strain and perseverance.
Doritos, alternatively, leaned into spectacle and participation, creating moments that invited followers to play alongside fairly than simply watch. The distinction prevented artistic overlap whereas nonetheless permitting each manufacturers to learn from the identical cultural second.
Lastly, the marketing campaign was designed to stay throughout touchpoints, not peak in a single channel.
Restricted-edition merchandise, bodily merchandise, social participation, out-of-home placements, and video all bolstered each other over time. That layered method prolonged consideration, inspired repeat engagement, and turned a seasonal leisure tie-in right into a broader model second that felt cohesive fairly than promotional.
Key Takeaways for Entrepreneurs
This marketing campaign provides a transparent blueprint for a way manufacturers can leverage leisure partnerships with out dropping their very own identification. The best parts weren’t tied to finances or scale, however to strategic readability and execution self-discipline.
- Anchor nostalgia in actual model belongings: Utilizing archived campaigns, legacy merchandise, and genuine model historical past creates credibility that stylized retro aesthetics alone can’t replicate.
- Let every model play a definite position: Shared cultural moments work greatest when collaborating manufacturers keep away from artistic overlap and as a substitute lean into their particular person strengths.
- Design participation, not simply publicity: Interactive mechanics like Doritos’ telethon turned passive viewers into energetic individuals, extending consideration past paid media.
- Use leisure worlds as metaphors: Gatorade’s Upside Down framing translated a fictional idea right into a common efficiency perception, making the collaboration really feel purposeful.
- Construct campaigns to unfold over time: Staggered drops throughout media, retail, and social channels maintain momentum and stop campaigns from peaking too early.
In regards to the Creator
Author
Kalin Anastasov performs a pivotal position as an content material supervisor and editor at Influencer Advertising and marketing Hub. He expertly applies his search engine optimization and content material writing expertise to boost every bit, guaranteeing it aligns with our tips and delivers unmatched high quality to our readers.
