Pizza Hut Logo On Proton Challenged
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The Russian Aviation and Space
Agency (RAKA) Space Marketing Center (SMC) is filing suit in a
Moscow court against Pizza Hut, Inc. for improper use of the
Russian space agency’s name and reputation. The lawsuit demands
that Pizza Hut immediately cease and desist from advertising
and/or promoting all claims that any relationship exists between
Pizza Hut and the RAKA and furthermore from mentioning sponsorship
of the upcoming ISS launch on their website and all other
marketing communications. This action follows announcements made by Pizza
Hut that it had entered into an agreement to place a logo on the
Proton rocket that will launch the Zvezda service module for the
International Space Station in July 2000.
RAKA SMC and Global Impact
Communications, Inc., the sole and exclusive commercial agent for
the SMC, attempted to communicate their concerns over the false
claims directly with Pizza Hut prior to taking legal action. The
SMC is actively involved in exploring commercialization of the
Russian space program. The advertising policy of RAKA SMC is “To
maintain the positive image of the Russian Space Program and
support our legacy of space pioneers and leaders in space
research. Every project we undertake with an advertiser must have
an educational element.”
 The
advertising at the center
of this dispute involves a 9.1 x 2.5 meter banner with the
Pizza Hut logo placed on the side of the Proton rocket. Other ISS promotion
tie-ins planned by Pizza Hut include:
- Sponsorship on the first ISS crew launch scheduled for November 2000
- Product placement aboard the International Space Station beginning
November 2000
- Product testing in space beginning November 2000-underwater in zero
gravity or on space walks.
- Sponsorship on rockets that are launched each month carrying
satellites, supplies, etc.
- Sponsorship of a 24/7 Earthcam from the ISS
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