How a cola could put you in orbit (PEPSI IN OUTER SPACE ALERT)

Metro ^ | September 19. 2002 | Georgina Littlejohn

[MadIvan]

When your arch-rival is Coca-Cola, it is important to aim high.

Pepsi is doing this with possibly the biggest promotional giveaway in marketing history - a trip to space.

The fizzy drinks giant is in talks with the Russian Aviation and Space Agency to buy a £10million shuttle ticket to the Mir space station.

If successful, Pepsi plans to give this away as a prize on a TV gameshow broadcast in the US.

'It's the most audacious PR tactic any consumer brand has ever attempted and I think it will be successful,' said Gidon Freeman of PR Week.

'The media are already following up the story - which has given them one bite of the cherry.

'And there will be countless other media opportunities before the shuttle takes off, such as choosing contestants.'

It is not the first time Pepsi and the Russian agency have done business.

In 1996, two cosmonauts attached a huge inflatable can to Mir to help launch Pepsi's Blue campaign.

Not to be outdone, Coca-Cola responded by placing a drinks machine inside Nasa's Endeavour space shuttle.

The inspiration for the Pepsi promotion is reported to have come from *NSync band member Lance Bass. The 23-year-old's bid to become the youngest space tourist ended last month when he was thrown off the Russian training programme.

It was reported he had been unable to come up with the £13million fee.

The space tourist craze was started by US tycoon Dennis Tito, who paid the same amount for a flight last year.

He was followed by South African businessman Mark Shuttleworth, who spent ten days on the Mir station.

Pepsi will be desperate for the promotion to come off after narrowly losing out to Coca-Cola in sponsoring the hugely successful American Idol TV show - the US version of Pop Idol.

[MadIvan]

Nice try, but this bloke is sticking with Lemon Diet Coke.

Regards, Ivan

[MadIvan]

Bump!

[BADROTOFINGER]

The fizzy drinks giant is in talks with the Russian Aviation and Space Agency to buy a £10million shuttle ticket to the Mir space station.

Ummmm, isnt Mir at the bottom of the ocean? Did it hit that Taco Bell target thingy? Is this just a big Pepsi conspiracy? Just wondering...JFK

[MadIvan]

Pardon me: you're absolutely right; if this isn't a misprint, the Russians just majorly swindled Pepsi. ;)

It should be the International Space Station.

Regards, Ivan

[Consort]

[fivekid]

Brings a whole new meaning to cola wars :)

[MadIvan]

Brings a whole new meaning to cola wars :)

Yes, will Coca Cola swoop in with one of these:

Regards, Ivan

[fivekid]

LOL!!! exactly :)

[johnny7]

JFK? John Forbes Kerry?

How is Ms. Heinz deposit box?

When you go to the ATM, do you drive or are you driven? Heh... heh.

[Happygal]

*L*..My mam used tell us as kids not to take that space dust stuff (ye know the stuff that pops in your mouth) with a mouthful of coke, or it would rocket us to the moon. *L*

[justshe]

Thanks for the ping.

Diet lemon is good...and lime works in a pinch too!

[Tony in Hawaii]

They're called "Pop Rocks" over here.

[Happygal]

~hands on my hips~
Are you trying to pop my rocks? *hic*

I mean, burst my bubble! *LOL*

[Tony in Hawaii]

Who, me? Naah, just providing the English translation. Well, the American translation.

I had an MG Midget for years, and I kept having to translate the terms in the service manual so I could figure out where to put the packing on the gudgeon pins.