The Norwegian soft drink brand Solo is about to launch a rather unusual marketing stunt—literally. To promote the beverage to consumers in countries other than Norway, the company has constructed a 26-foot-long replica of the soda's bright bottle. Holding a case of Solo and a 12-square-meter letter to whoever finds it, the bottle is 26 feet long and weighs 2.5 tons. It will be released into the ocean currents outside of the Canary Islands on Wednesday.
A corresponding social media campaign will let consumers follow the bottle's voyage on Facebook, and a custom camera attached to the floating oddity will upload photos from the voyage every eight hours.
It's impossible to tell how long the voyage will last, though company reps are hoping for a relatively swift trip. "Hopefully we will not end up breaking the Captain Brown record for the oldest message in a bottle—it roamed the sea for 97 years and 309 days," said Solo C.E.O. Joakim Sande in a statement.
