Brands can go to outstanding levels in order to stick out from the pack. We've seen the rise of guerrilla marketing and social media marketing due to brands trying to adopt different strategies faster and better than their competitors. The goal behind these tactics is to portray their message in a different way while still making a clear appeal to their target audience.
Now it seems that brands may look to go out of this world in order to gain attention. Literally.
Pocari Sweat, a sports drink brand in Asia, has made a deal with a company that is designing the rover that will place the Pocari Sweat can (it'll be powder so it can survive on the Moon) with the dreamy message that it hopes a child one day will become an astronaut, go to the Moon, and drink the can.
Astrobotic, the aforementioned company, believes that Pocari Sweat will not be the only brand looking to take advantage of commercial space travel. And we believe them. Though the current active generations in the United States are not as space-crazy as their predecessors, adding this new wrinkle to brands, especially those claiming adventure and innovation, could be something we start to see.
It doesn't matter if brands like Pocari Sweat refused to examine easier means to market their message. The fact that they are attempting to get their product on the moon provides them free press coverage (this information was found in USA Today) and means that people will more than likely check its progress. Because the name of the brand is so odd to us, their searchability will for sure shoot up.
Even if Pocari Sweat doesn't get to the moon, its brand presence has just experienced a huge boost. Not a bad idea at all.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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