Coca-Cola’s Senior Archivist Chronicles the Beverage’s Pop Culture Influence

From Stranger Things to Star Wars, Coca-Cola's Archives Reveal How One Beverage Became a Cultural Icon

A can of New Coke appears in Stranger Things. A classic Coca-Cola cart rattles down the street in The Crown. A Star Wars fan cracks open a Coca-Cola in the movie theater. These simple moments do not need a caption, but they speak volumes. As Coca-Cola’s Senior Director of Archives, Sarah Rice, shared, Coca-Cola infers a moment in time without saying a word.

Only a few brands are known by a color or a signature font. Coca-Cola is one of them. From the iconic sign in Piccadilly Circus to the vibrant red banners at FIFA World Cup games, that image instantly conjures the classic cola flavor. There are few beverages that have been served in space as well as across the globe. No matter the location, this one drink connects people.

During a conversation with Rice, she chronicled many stories about Coca-Cola’s storied history and pop culture influence. After a rare opportunity to step into the vast Coca-Cola Archives, the enormity of history is almost too much to comprehend. From movie memories to pivotal moments in American history, the brand has ties to all of it. In a way, there is an underlying harmony that feels familiar, comforting, and iconic.

Rice loves that Coca-Cola is the “silent story setter.” From a single image in a shot, people are transported to a moment in time, a particular area, or an out-of-this-world experience. For example, long before people understood Star Wars’ potential, Coca-Cola took the risk on the concept. That desire to be part of the conversation continues to keep the brand “alive in the culture sphere.”

One recent example captures how the beverage brand sets the stage without saying a word. When Stranger Things featured New Coke in its series, it instantly brought people back to that moment in time. Even though the reformulated beverage might have been a disaster back in the mid-80s, it is a pivotal moment in beverage history.

While Rice referred to New Coke as part of the “Kryptonite aisle” when she took the job, Stranger Things reframed the beverage in a different light. She personally believes that if it were not for the Netflix show, the beverage would still be buried in the Archives.

Originally, the “Project Kansas” concept was supposed to be the pinnacle of innovation, the “next best thing.” According to Rice, the beverage has one of the “most robust collections” in the Archives. The beverage backfired in its era, but the popular Netflix show brought back its value.

Rice explained, “Stranger Things comes around and makes it (New Coke) cool again.” Now, the company revisits its failure story. The beverage might not be a true character in the plot, but it conveys as much as a song from a decade or a quotable line. Who didn’t at least try the beverage while sitting in a mall food court?

While the pop culture connection is vital, Rice believes that the New Coke story is a bigger statement about Coca-Cola as a brand. She believes that one core concept which makes the company great is the ability to fall flat on its face yet dust itself off and keep moving forward. Yes, it might be a well-documented fail, but no one got fired for that decision. Instead, there was a mea culpa, other innovations were pursued, and the brand kept going. That concept is the enduring legacy woven into the Coca-Cola story.

From a summer blockbuster to a quick clip seen on a streaming platform, Coca-Cola is an instantly identifiable image. It sets the stage, transports an audience, and makes people thirsty for the iconic beverage that stands the test of time. Sharing a sip across the globe brings a flavorful harmony that always refreshes.