STRANGE IS RESISTING THIS FLAVOR
Hellmann’s renews its partnership with Netflix’s hit series Stranger Things. After the limited edition Hellmann’s Sinister Bacon, the brand now introduces its new flavored mayo: Hellmann’s Sinister Cheese.
Based on the concept “Strange is resisting this flavor,” we created a film in which strange things start happening in a young woman’s home, and she suddenly finds herself in the Upside Down. But not even a Demogorgon can stop her from enjoying her burger with Hellmann’s.
This collaboration between Stranger Things and Hellmann’s allows the brand to continue immersing itself in pop culture, sparking increasingly authentic conversations with its community.
In addition to the launch of the Sinister Flavors, Hellmann’s is also unveiling its fan engagement platform, the Hellmann’s Fire Club, inspired by the Hellfire Club, the student group from Hawkins High School in the series.
The idea is to encourage fans to join for access to exclusive content, giveaways, broadcast channels, and unique experiences.
