Pirates Attacked This Marketing Stunt (Yes, Seriously)

After launching an oversize "message in bottle" with tracking technology, the soft-drink company said pirates stole the equipment.

By Jenny Berg September 4, 2013, 7:00 AM EDT

Photo: Courtesy of Solo

Some 145 days after Norwegian soft-drink company Solo launched a 26-foot bottle into the Caribbean seas, the unusual vessel was attacked by pirates. And no, these swashbucklers were not paid actors.

“I can indeed confirm that the pirate attack was not part of the plan,” said a rep for Solo. The giant bottle was outfitted with solar panels, a camera, and tracking technology. “We lost track of the GPS signal and the daily transfer images August 4 and thought initially it had something to do with the storms affecting the satellites,” the rep said. “It was only when the bottle appeared on our Instagram account [on August 20] that we found out what had happened.”

Tweeting pirates? Not as such. It was the local coast guard near Los Roques (an island chain north of Venezuela) that found the bottle on a reef, stripped of its high-tech equipment—and the crate of Solo it had within it. Looks like Captain Morgan needed a mixer.

Your email inquiry will be sent to 3 venue