Japanese favourite beverage is flown to the moon The Verge

Japanese favourite beverage is flown to the moon

Brand advertising taken to an unprecedented level

by 19 May 2014

Japanese beverage maker Otsuka is set to send a 1 kilogram titanium can filled with powdered sports drink to the moon.

As bizarre as that may sound, this is indeed the first time ever that a commercial product is taken to another world for marketing purposes. The specially-designed canister containing Otsuka's Pocari Sweat powder, a rather disturbing choice of name to describe Japan’s most popular drink, will be sent to the moon aboard the first planned private rocket launch mission, scheduled for October 2015.

Otsuka says it believes that the adventure will also inspire young people to become astronauts, so they can travel the 380,000 kilometres (236,121 miles), crack open the can, and consume the beverage by mixing it with water.

In fact the capsule that will carry the cans has been named ‘Lunar Dream Capsule’ and will also take messages from children to the moon.

The project is a result of a partnership between US Astrobotic Technology and Astroscale, said Otsuka, and the capsule will be conveyed to the moon by the Falcon 9 rocket.