May 22 1996
From The Space Library
The trend of commercializing space exploration continued, as Pepsi-Cola Company announced the company's plan to use Russian cosmonauts aboard the Mir space station to record the first TV advertisement filmed in space. PepsiCo planned to record images of a giant replica of a Pepsi can in space. PepsiCo's Chief Marketing Officer Massimo F. d'Amore called space "the ultimate frontier of global marketing." The Russian Space Agency expected to receive nearly US$5 million for the advertising stunt, providing a welcome infusion of cash for the struggling, postcommunist space program. In response to its competitor's advertisement plans, the Coca-Cola Company furnished Endeavour's Mission STS-77 with a soda dispenser equipped for use in space. The machine cost Coca-Cola Company US$1.5 million to develop.
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