How Stranger Things has turned branding ‘upside-down’

If you haven’t seen Stranger Things yet, where have you been? Following the adventures of Eleven and her crew in Hawkins, Indiana, the show has quickly become both a critical and cultural success.

The hit Netflix show recently launched its third season and with it welcomed a savvy strategy that has turned content marketing upside down. Cashing in of the blend of 1980s nostalgia and irreverent fun we share with you some of the best upside-down campaigns.

Burger King – Upside-Down Whopper

Burger King upside down whopper

Stateside, Burger King added the ‘Upside-Down Whopper’ to its menu, available in – you guessed it – just 11 outlets. The inverted hamburger didn’t come with any special surprises such as Demogorgon sauce or an Eggo bun, but it did feature Stranger-Things branded packaging.

The brand also flipped its logo on social media and renamed itself Stranger King.

1985’s New Coke

Stranger Things new Coke

The show teamed up with Coca-Cola to re-release its 1985 ‘New Coke’. The company released a limited number of New Coke cans along with a numbered Stranger Things Coca-Cola bottle. Show directors, the Duffer Bros, also jumped on board to create a cheesy ‘New Coke’ spot featuring the show’s stars which ran in US cinemas and globally on YouTube.

Baskin Robbins, Scoops Ahoy pop-up

Baskin Robbins Scoops Ahoy

In LA, ice-cream brand Baskin Robbins teamed with Stranger Things to bring the fictional store ‘Scoops Ahoy’ to life. Introducing special ice cream flavours of the month such as Demogorgon Sundae, an Elevenade Freeze and more. In addition, the Scoops Ahoy Ice Cream Shop ventured through the state with DoorDash delivery options boosting engagement for both brands.


Nike Stranger Things collection

Nike partnered with Stranger Things to release a new 80s inspired clothing line with classic 1985’s as the heart of the collaboration. Titled the Hawkins High pack, the range included the Hawkins High School tiger mascot as well as the green and orange colours throughout the classic sneaker and clothing range.


H&M x Stranger Things

H&M were on hand to help fans of the show who wanted to be fully decked out in summer gear straight from Hawkins. Clever prints which incorporated flowers, ferns and of course Demogorgons were a great way for fans to show their support for the show. The line also included Hawkins Pool lifeguard shirts, shorts and much more.

Chicago Cubs

Chicago Cubs Stranger Things

Chicago Cub fans who attended the 24th June game against the Atlanta Braves were treated to an exclusive Snapchat filter that turned the Chicago Field into its upside-down equivalent. The filter even came with its own creepy surprise in the form of a huge Demogorgon who jumped out of the club sign.


Stranger Things Polaroid

Polaroid found the perfect opportunity to not only reignite 1980s nostalgia but also fuel interest in its own retro products. The brand released its very own limited-edition instant camera, inspired by the show, and even came with special filters and frames to give photos a Stranger Things feel.