Before Stranger Things became the multimedia phenomenon selling print books, comic books, and video games, it was an influencer of a very specific industry: waffles. Netflix’s ‘80s-based nostalgia sci-fi series features Eleven (Millie Bobby Brown), an escaped test subject with mysterious telekinetic powers. And she loves Eggos more than life itself.
It’s a charming quirk, one that led to a great supermarket scene and some even greater cosplay, but according to CNN, it also led to a boon for Kellogg’s sales.
Apparently the brand’s frozen waffle sales have been surging and waning in concurrence with the airing of Stranger Things seasons. Eggo sales weren’t doing so hot on the eve of Stranger Things’ debut - the brand’s been around for six and a half decades, not the hottest commodity for millennials - but saw a huge, nostalgia-driven surge after the show’s first season.
The Netflix hit gave Eggo "cultural relevance," Kellogg explained at a February presentation. Stranger Things used an old Eggo ad during their Super Bowl spot to promote Season 2. "When Eggo waffles became a fixture on the hit show Stranger Things, we quickly leveraged the [resulting] consumer engagement," CEO Steven Cahillane said. "It sparked conversations. And it prompted consumers to reconsider a long-established brand in new and very contemporary ways." Well, it certainly sold waffles and inspired some social media interactions.
The month after Season 2's debut led to Eggo’s highest monthly mentions ever on social media:
Yes, Eggo was well aware of the wave (which, after Season 2 of Stranger Things debuted last Halloween, kicked sales up 14 percent during the year’s fourth quarter) and wanted to ride it as long as possible. But now the tide is ebbing, mostly because the audience has moved on to other shows while they wait for Season 3.
But, if history is any indicator, the company should prepare to move some waffles as Stranger Things gears up to return.