New York (CNN Business) Coca-Cola is hoping a failed product from the 1980s will help it go viral in 2019.

The company is bringing back a limited number of New Coke cans in honor of the upcoming third season of "Stranger Things," in which the product is featured.

Netflix NFLX Coca-Cola KO "Stranger Things" creators Ross and Matt Duffers came up with the idea to bring New Coke back as a way to promote the show, which will start streaming onon July 4. The third season of the show takes place during the summer of 1985 — whendebuted a new recipe for its iconic beverage.

So-called New Coke was a flop: Consumers reacted so poorly to the new drink that Coca-Cola pulled it from shelves after a few months. New Coke was rebranded as Coke II, and sold in some places after 1985. But this is the first time Coca-Cola is bringing back New Coke with that branding.

Bringing New Coke back is a way for Coca-Cola to "not take ourselves too seriously," Stuart Kronauge, president of Coke's sparkling business unit and senior vice president of marketing for Coca-Cola North America, told CNN Business. And it wasn't easy to recreate the product: Coca-Cola had to reach into its archives to get the design of right, and dig through its vault to recover the recipe.

Read More