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The first advertisement on the moon’s surface

A Japanese beverage maker and pharmaceutical company, Otsuka, is planning to send a specially designed canister of its powered sports drink, Pocari Sweat, to the moon. This marketing ploy is “the first commercial product delivered to another world for marketing purposes,” according to The Verge.

The press release described Pocari Sweat as a “health drink consumed in situations when people perspire” that replenishes electrolytes lost in perspiration. You know — like Gatorade.

The sports drink is to be delivered to the moon in specially designed titanium, The Wall Street Journal reported:

The drink will be packed in powder form inside a special titanium can containing about 70 items. While it will look like a regular can of Pocari Sweat, it will be designed to endure the impact of launch and landing, temperature shifts, and higher levels of electromagnetic radiation from the sun, the company said.

The titanium canister will hop a ride on a SpaceX Falcon 9 rocket. The Huffington Post:

Plans call for the dream capsule to be carried into lunar orbit in October 2015 by a SpaceX Falcon 9 rocket and then deposited on the lunar surface by the “Griffin” lander designed by Pittsburgh-based Astrobotic Technology.

Otsuka declined the Journal’s request to reveal the cost of shipping the canister. But according the company’s press release, the project hopes to inspire children’s dreams. The Atlantic reports:

According to Otsuka, the Pocari Sweat’s presence on the lunar surface won’t be so much about lunar ion supply as it will be about dreams. Because exploration is thirsty work! As with so much about our tentative steps into space, the drink-on-the-brink, Otsuka says, is meant to inspire young astronauts. Who one day, apparently, will travel to the moon, open up a can of Pocari Sweat, and finally feel that it has all been worth it.

Nick Kirkpatrick is the foreign photo editor at the Washington Post. Follow him on Instagram or Twitter.



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