Space advertising may seem like an exaggeration, but Pepsi marketing staff seems to have taken the idea seriously – at least to begin with.
The soda company worked with a Russian startup to launch a briefcase-sized CubeSat in the upper atmosphere aboard a weather balloon.
It bore the logo of Adrenaline Rush, an energy drink aimed at gamers in Russia, supported by Pepsi.
His partner StartRocket plans to use artificial constellations of reflective CubeSats, launched on board rockets, to advertise commercially by 2021.
However, the first test seems to have weakened Pepsi's taste in the project and the company has since issued a statement stating that it has dropped its plans.
Space advertising may seem like an exaggeration, but Pepsi marketing staff seems to have taken the idea seriously – at least to begin with. The company collaborated with a Russian startup to launch a CubeSat briefcase in the upper atmosphere on board a weather balloon (photo)
The test launch took place near the town of Pereslavl-Zalessky, in the Russian state of Yaroslavskaya Oblast, 245 km northeast of Moscow.
The advertising stunt of Pepsi was aimed at promoting its & # 39; campaign against stereotypes and unjustified prejudices against gamers & # 39 ;, said the company.
& # 39; We believe in the potential of StartRocket & # 39 ;, Olga Mangova, a spokesperson for Pepsi Russia, told Futurism prior to launch.
& # 39; Orbital billboards are the revolution in the communications market.
& # 39; That is why on behalf of Adrenaline Rush – PepsiCo Russia energy non-alcoholic drink, which is brand innovator, and everything supports new and non-standard – we agreed on this collaboration. & # 39;
It seems that the company has changed channels at a great height after the launch of the balloon and has since stated that it has no further plans to use StartRocket.
& # 39; We can confirm that StartRocket conducted a reconnaissance test for stratosphere ads using the Adrenaline GameChangers logo & # 39 ;, a PepsiCo spokesperson told MailOnline.
& # 39; This was a one-time event; we have no further plans to test this technology or use it commercially. & # 39;
StartRocket announced its controversial plans to run ads in the evening sky using hundreds of small satellites in January 2019.
The ambitious marketing project would radiate luminous slogans and logos from more than 480 kilometers above the target people.
They are designed to reflect the light from the sun back to the earth's surface.
As such, they only work if light is available near the earth but not on the surface, such as at sunrise and sunset.
Each satellite would have a large reflective sail that would work as a single pixel in the screen.
Each advertisement would be visible for a total of six minutes at a time, three or four times a day.
StartRocket announced its controversial plans to run night sky ads using hundreds of small satellites in January 2019. This image shows a concept ad that can be seen in the company's first promotional video.
The ambitious marketing project would radiate luminous slogans and logos from more than 480 kilometers above the target people. This image shows another advertisement about the Paris sky
Since the announcement in January, the initiative has angered astronomers and raised questions about the need to better regulate who owns the airspace – and what's inside it.
& # 39; Space advertising simply seems to be a wasteful and expensive way to ruin the night sky view & # 39 ;, said Robert Massey, deputy director of the British Royal Astronomical Society in January.
& # 39; Light pollution on the ground makes it hard enough to see the sky – the stars and the Milky Way – from many locations, and advertising in space is a way to destroy that beautiful view of the remaining intact sites. & # 39;
Yet from a legal point of view there is not much they can do about it, according to lawyers.
& # 39; In principle, such activities would be allowed, & quot; said Christopher Johnson, space law advisor at the Secure World Foundation, an American think tank, back then.
& # 39; It is necessary to look at these new uses of the space that people have not yet heard of. & # 39;
WHAT ARE CUBESATS?
A CubeSat is a miniature satellite that has been sent into space.
NASA defines them as a class of nanosatellites that use a standard size and form factor.
Each unit, or U, is 10 cm x 10 cm x 10 cm (4 in x 4 in x 4 in) and the cubes can fit together to create larger structures.
These can contain 1.5, 2, 3, 6 and even 12U objects.
They are often made from commercial products and are an inexpensive option for space exploration.
CubeSatS have different functions. The small satellites are intended for a low orbit around the earth (LEO), where they perform a number of scientific research functions and explore new space technologies.
Originally developed to teach university students about satellites, CubeSats are now an important commercial technology and provide data on everything from shipping lanes to environmental changes.
Each unit, or U, is 10 cm x 10 cm x 10 cm (4 in x 4 in x 4 in) and the cubes can fit together to create larger structures. These can contain 1.5, 2, 3, 6 and even 12U objects