IBM ThinkPad
laptop computer (1993): When
astronauts were tasked with repairing the Hubble Space Telescope’s faulty
optics, it was determined additional computing power would be needed aboard the
space shuttle. The solution was to fly IBM ThinkPads, which the crew used to
view images and sketches of the observatory to guide their work. Since then, the
laptop computers have flown on almost every mission, including several installed
on the International Space Station.
M&M
candies (1996): For over a
decade, the "melt in your mouth, not in your hand" sweets have been a favorite
for U.S. astronauts – though their place aboard the space shuttle were
officially dubbed "Candy Coated Chocolates." It wasn’t until astronaut Shannon
Lucid’s record-setting stay aboard the Mir outpost were the candies specifically
requested by their brand name.
|
Astronauts Jeffrey A.
Hoffman and Rhea Seddon demonstrate the
effect of weightlessness on a
slinky toy in the mid deck of
Space Shuttle Discovery during the
1985, STS-51D mission.
|
Final
Frontier beef jerky (1996): The only beef jerky the astronauts and
cosmonauts requested by name, the meat-based snack first flew aboard
STS-79, followed by flights to the Mir space station (1997) and the
International Space Station (2001). The company offers 1 pound (0.45
kilogram) of the jerky for free to any space traveler for use in space, while
selling the same to those on the ground for $24.50 at its Web site
beefjerky.com.
Milk (1997): Though powdered milk has flown aboard U.S.
flights ever since the Apollo program, the lack of refrigeration has kept the
liquid form of the calcium-enriched drink grounded. So, when the Israeli Tnuva
wanted to demonstrate the extended shelf life of their brand of milk, they could
think of no better example than a trip to the Mir space station. Paying a
reported $450,000 to have cosmonauts filmed enjoying the drink aboard the
now-defunct Russian outpost, the resulting commercial aired only in Israel.
Pizza Hut (1999): To promote the debut of its revised logo,
Pizza Hut paid "about half the price of a 30-second television ad during the
Super Bowl" to plaster a 30-foot (9-meter) version of their new emblem on the
side of the Russian Proton rocket that carried the International Space Station's
Zvezda service module. The pizza-maker expanded their space marketing tie-in
this year with the flight of a salami-topped personal pie to the crew of the
International Space Station.
Radio Shack (2000): In an effort to position itself in the
aerospace industry, Radio Shack announced a partnership with space entertainment
company LunaCorp. The two companies together are now planning to send a lunar
rover to the Moon, to be controlled by the earthbound public. Their first
venture though has been to launch Father’s Day gifts -- Radio Shack-branded
"talking" picture frames -- to the two male members of the ISS crew. A
commercial showing cosmonaut commander Yuri Usachev opening his present first
aired on U.S. television on May 27, 2001.
LEGO Life on Mars Red Planet Protector and miniature aliens
(2001): As part of LEGO’s promotion for its "Life on Mars" play sets, the company
partnered with Space Media Inc. to fly their toys to the International Space
Station. Two hundred miniature LEGO "aliens" were flown to be given to the top
youngsters who enter the LEGO Life on Mars Survival Challenge building contest.
In addition, a LEGO "Red Planet Protector" was also flown, which will accompany
a touring educational exhibit later this summer.
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