Hey team! As a marketing agency, we are always looking for ways to reinvent ourselves and push the limits of what is already happening in this industry. That’s just who we are! Lately, conversations about the place of brands in space are gaining traction. We saw it pop up here and there over the years, but it’s becoming more and more real. There is nothing that screams more innovation than space, so we went down this rabbit hole. We analyzed how this void translates into reimagining branding, and here are our notes.

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"We are on the cusp of a space revolution that will open up new markets and new ways of doing business." – Elon Musk

Space conquest

We witnessed a race for space in the 60s. If you remember, USA and Russia were the leaders, with USA ultimately reaching the moon first. At that time, space was only accessible to government organizations. It was expensive and required lots of resources, tests, and experimentation. This race was like conquering a second Far West, and the enthusiasm for this unexplored land was similar. It fed our collective imagination. We saw the movie genre Space Western come into existence, and futuristic, sci-fi, and alien themes became popular. It’s much different now, but we are entering a second race for the stars. If the last one was for countries, this one is for brands.

How did space get so casual?

With all these years of practising our craft and perfecting new technologies, the costs related to all things space are not what they used to be. This means that space has become accessible not just to the government but also to corporations, smaller businesses, and eventually, even to us. We have all been daydreaming of traveling to space, and it might just happen sooner than anticipated. Space tourism is being developed as we speak, and with it, space marketing is rising.

There has been a rise in investment from the private sector in space endeavours. It is estimated that these investments will reach over $1 trillion by 2040. This desire to be involved for brands comes from a need to stay ahead of the curve in the future of branding, which is heading in this direction. With customers valuing experiences above objects and connections, space has the potential to offer just that.

Space marketing is not limited to sending people to space, but opens up an untapped potential of creativity and marketing strategy where the boundless can be used to market brands. From putting logos on spaceships or spacesuits to sending products into space, the benefits of interacting with space are to create deeper connections with customers by creating not only a memorable experience but also by tapping into the fantastic, the impossible, and the dreamy landscape that is space. On top of that, products that make it demonstrates that they are not only of high quality but are also innovative.

"NASA's achievements inspire all of humanity to reach for the stars." – Bill Nye

Why we see space as innovation?

Space is nothing. It’s the most neutral thing, yet we have been fascinated with it from the beginning of humanity. What is beyond our sky? When the race for space started in the 1960s, NASA captured all of our imaginations and dreams as we watched them achieve their goals. We might not have noticed or maybe we just take it for granted, but space endeavors were being branded to us. We all perceive it as innovation (isn’t this the theme of this blog?), as reaching the impossible, as beyond exceptional technology and people. A big reason for this perception is NASA itself. Although they are public domain and it might not feel like it, they are very much a brand with a marketing strategy. But just like they are innovators and exceptional, their marketing strategy reflects it. It is so smooth that it has passed right under our noses.

Calling it marketing is even too harsh of a word. Nothing about it is trying to sell you something. Nonetheless, they cleverly promote the business in ways that connect with the people. Indeed, NASA is a great example of a brand that puts their audience at center stage and delivers all kinds of experiences to connect with them around the excitement of space. Back during the Apollo program, they made sure that interviews were available to be broadcast on TV and on radio, they organized seminars, provided toolkits for reporters, and gave companies the rights to use space-related themes and imagery in their products and marketing campaigns. All of these moves created fascination for space and NASA among the public. They made sure they got the conversation going but all this marketing was indirect; the media were the one doing the work!

Today, technologies and means of communication have evolved, and NASA adapted and stayed relevant. YouTube videos replaced TV, podcasts replaced radio, they are coming through with virtual reality and have given us a bank of space images all free of copyrights. Freeze-dried ice cream available to the public also remains a big hit.

Who went to space?

The idea of sending brands to space started as early as in the 60s, but it is not too common! We think that it will be more and more present in the upcoming years and we can’t wait to see all the crazy ideas that will come up. For the moment, here is how space marketing has already been imagined.


In 1986, Pepsi paid $5 million to showcase a replica of an oversized Pepsi can outside the Russian Space Station. This ambitious stunt marked one of the early commercial ventures into space, highlighting Pepsi's commitment to innovative marketing strategies.

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Pizza Hut

In 2000, Pizza Hut placed its logo on a Russian Proton rocket bound for the International Space Station. A year later, in collaboration with Russia’s space program and food scientists, Pizza Hut made history by delivering a fresh, oven-ready vacuum-sealed Personal Pan Pizza to the ISS. This bold move solidified Pizza Hut's image as a brand dedicated to fresh taste, efficient delivery, and product sustainability, investing over $500 million in new marketing research and initiatives.

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Red Bull

In October 2012, Felix Baumgartner, sponsored by Red Bull, jumped from a platform at the edge of space. He free-fell for over four minutes, breaking the speed of sound. The mission, known as Red Bull Stratos, live-streamed the event on YouTube, generating millions of views and demonstrating Red Bull's knack for thrilling, innovative marketing.

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The Omega Speedmaster, dubbed the ‘Moonwatch,’ is one of the most iconic products in space history. After rigorous testing against Rolex and Longines-Wittnauer, the Speedmaster was selected as the watch for the Apollo program. It played a crucial role in the Apollo missions, including the first moon landing and continued to be used in subsequent space missions, solidifying Omega's legacy in space exploration.

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Estée Lauder

As part of NASA’s efforts to promote business opportunities on the ISS, Estée Lauder sent its ‘Advanced Night Repair’ serum to space. The company paid NASA $128K for the project, which included a four-and-a-half-hour photoshoot of the product aboard the ISS. This marketing move not only showcased the serum in the unique setting of space but also involved plans to auction a space-traveled bottle for charity, adding allure and value to their product.

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On February 6, 2018, Elon Musk's SpaceX launched a Tesla Roadster into space aboard the Falcon Heavy’s maiden flight. The car, with a dummy in a SpaceX suit named ‘Starman’ at the wheel, was sent into orbit around the sun. This whimsical yet inspiring stunt captured global attention and highlighted Tesla’s and SpaceX’s commitment to pushing boundaries and inspiring the public.

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How far does it go?

Space influences brands in more ways than just through marketing; it is also a source of inspiration for innovative design. In space, design has to be flexible, adaptable, and customizable because of the harsh environment and limited resources. Sustainability is not an option; it’s survival. Everyday things have to be reconsidered under the conditions of space. Design in space is approached as if it were being created for the first time. Many of our tools on Earth were created a while ago, and we take their function for granted. We don’t question if they are made in the most effective way, if there is anything we should remove, or if we should rethink them. But in space, design is rethought, adapted, and created specifically for the needs of space, and they are made sustainable so that astronauts can rely on them and reuse them.

By applying this mindset, we can rethink design here on Earth. It challenges us to rethink our future, push our limits, and come up with sustainable, inclusive solutions. Space-inspired design makes us question our old ways and imagine new possibilities with the technologies we have now, all while considering the diverse needs of humanity.

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"To confine our attention to terrestrial matters would be to limit the human spirit." – Stephen Hawking

Marketing in space needs a fresh way of thinking, much like how the Internet changed how businesses reach out to customers. Space isn't just another place to put up ads; it's a whole new frontier for creativity and innovation. As brands dive into this new territory, they'll find unique ways to connect with people and redefine customer engagement. The sky's no longer the limit—space marketing offers a universe of new possibilities.

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