South African Retailer Game's Historic Bean Launch into the Stratosphere

In a spectacular display of marketing ingenuity and a nod to the festivities of Leap Day, South African retail giant Game has quite literally taken their promotional efforts to new heights. On February 22nd, an ordinary can of Koo baked beans, a popular product on Game's shelves, transcended the bonds of Earth's gravity to float amongst the stars—or at least touch the edge of space. Game has boldly made history, stepping out as the first South African retailer to send a product to what's colloquially referred to as ‘space,’ though technically it was the stratosphere.

The adventure began as the can of beans was affixed to a custom-built, environmentally friendly weather balloon. With a state-of-the-art camera in tow to document the journey, the legume-laden spacecraft set off from a classified location in South Africa, destined to reach phenomenal altitudes. And so it did, climbing to an astonishing 38,000 meters above the Earth—right into the stratosphere, well known for its role in filtering out the sun's harmful ultraviolet rays.

The entire expedition spanned a total of 2 hours and 44 minutes, with the can achieving its peak altitude in just 1 hour and 37 minutes, a testament to the careful engineering and planning behind the stunt. The stratospheric odyssey was not just for fun; it was a keystone part of Game's Leap Day promotional campaign—a whimsical celebration of the extra day that graces our calendars every four years.

In the name of safety and regulations, Game diligently ensured that all necessary precautions were taken. To avoid any close encounters of the bird or plane kind—and quash any chance of an extraterrestrial fender bender—the team coordinated extensively with the Air Traffic and Navigation Services (ATNS). According to Michelle Kemp, Game's external communications manager, the process involved 'numerous applications with [the ATNS] to obtain FUA (Flexible Use of Airspace) clearance,' an essential step in keeping the skies safe for every manner of airborne traveler.

Equipped with a radar transponder to satisfy the stringent requisites of ATNS for the second launch, the bean can also had two tracker systems on board to provide constant updates to the air traffic team every ten minutes. This was not a spur-of-the-moment enterprise; prior to the final ascension, the can of beans underwent a rigorous test run to ensure the actual event would unfold without complications.

With the beans back on terra firma and no harm done to any aerial beings or objects, Game’s marketing activation can easily be dubbed a sensational success. They've made an indelible mark in both the retail industry and the annals of quirky South African initiatives, premiering an inventive idea that took not only a can of baked beans but the Game brand itself into a new realm. It’s a small step for a can but surely a giant leap for 'beankind' and for innovative marketing strategies.