 |
|
|
|||||
In two years, there could be a space station orbiting the moon. NASAs Gateway Lunar Space Station, set to launch as early as 2027, will support the Artemis IV and V moon missions and, eventually, be a jumping-off point for missions to Mars. And maybe, one day, a colony. But before any of that can happen, the Gateway will need a power sourcea powerful one, at that. The challenge is getting that energy supply into orbit the way anything reaches space: in the nose cone of a rocket. Gateways power will come from a pair of blankets of photovoltaic cells, known as Roll-Out Solar Arrays (ROSAs). Each is roughly the size of a football end zone, and together theyll provide 60 kilowatts for 24 hours a dayenough energy to power roughly 50 American homes. But to minimize their profile on the trip out of Earths atmosphere, the arrays will be launched in a rolled-up state, a pair of sci-fi rugs bound for lunar orbit. The Gateways ROSAs are built by space company Redwire, using tech initially developed by its subsidiary Deployable Space Solutions. When the arrays get to the Gateway, theyll be attached [to the station] and then roll out, says Mike Gold, a NASA veteran and Redwires president of civil and international space business. The unrolling process doesnt require an electric motor: A flexible boom simply guides the arrays as they unspool. After successfully testing the panels roll-out capabilities in July, Redwire is handing them off for prelaunch testing to space tech company Lanteris (formerly Maxar), which is building the Gateways power and propulsion element. Though the arrays for the Gateway are the largest and most powerful ROSAs that Redwire has built, the companys tech is all over space. Six smaller ROSAs have already deployed on the International Space Station, with two more set to be launched and installed in 2026. Smaller versions of Redwires arrays will power the new Space Inspire telecom satellites from aerospace company Thales Alenia Space (launching in 2026). Redwire is also working on two ROSA wings for Axiom Spaces planned module for the International Space Station, slated to launch in late 2027. We like to say we are second only to the sun when it comes to providing power in space, Gold says.
Category:
E-Commerce
The Most Interesting Man is set to make a return to television. In a marketing push that kicks off with a new 60-second spot airing on ESPN during the College Football Championship Game, Heinekens Dos Equis has rehired Jonathan Goldsmith to play the Most Interesting Man, closing the ad with a familiar, iconic line. I dont always drink beer, but when I do, I still prefer Dos Equis. That copy, the return of Goldsmith, and even the original campaigns Western-themed instrumental music were all elements of what felt like some magic that we need to bring back, says Alison Payne, chief marketing officer of Heineken USA in an interview with Fast Company. Payne, who assumed the role of CMO at the beginning of 2025, says her creative team did some soul-searching with Le Pub, the Publicis Groupe-owned creative agency that Dos Equis hired in May 2025 to help Dos Equis resonate with todays drinkers. Why age became an asset They landed on reviving a campaign that broke through the cultural zeitgeist enough to be spoofed on Saturday Night Live. The return of Goldsmith, now 87 years old, may seem counterintuitive as beer brands like Dos Equis aim to lure younger drinkers, with Gen Z now being the most prized demographic. Dos Equis did consider more youthful talent, but Payne says we actually learned that consumers wanted someone who had some age and wisdom. You cant have an interesting archive of life lived if youre really young. The campaign comes as Dos Equis parent company Heineken has faced some sales pressures. In October, the Dutch brewer announced that annual profits for 2025 would be lower than anticipated due to weak demand in Europe and the Americas. Amid the woes, Heineken announced in January that CEO Dolf van den Brink would step down in May, after six years leading the company. [Photo: Dos Equis/HEINEKEN USA] A campaign that once tripled the brand The Most Interesting Man campaign recalls more heady times. Debuting in 2006, it helped triple the size of the Dos Equis brand for the creative campaign over a decade, according to Heineken, citing internal U.S. sales volume data. After a decade, the creative concept was scrapped shortly after Heineken hired a decades-younger actor, Augustin Legrand, to play the Most Interesting Man in 2016. A more abstract concept that said basically anyone could be interesting also had a short shelf life. Goldsmith moved on to laud Astral Tequila. Millennials, who were the target demographic for brewers like Dos Equis back in 2016, rebuffed the younger pitchman. Heineken then parted ways with the creative agency Havas in favor of Droga5, with media reports attributing the switch to the Most Interesting Mans failed pivot. Purchase consideration for Dos Equis dropped by more than half, according to a YouGov poll published in 2017. But Dos Equis says Goldsmith is returning as the Most Interesting Man because theres still some thirst for the brands most well-known creative concept. More than eight out of every ten consumers who were exposed to the original Most Interesting Man campaign wanted to see it back, according to a survey conducted by Dos Equis. Age is actually almost irrelevant in this campaign, says Payne of Goldsmith. He’s totally timeless. A broader beer marketing trend The new Most Interesting Man campaign aligns with an emerging trend among brewers that have built marketing campaigns around more seasoned spokespeople. Over the past couple of years, actor Christopher Walken appeared in a new Miller Lite spot, actors Willem Dafoe and Catherine OHara have pitched Michelob Ultra, Bud Light called in former NFL star Peyton Manning, actor Pedro Pascal starred in bilingual ads for Corona, and UFC legend Chuck Liddell fronted a martial arts-inspired campaign for Garage Beer. [Image: Miller] Manning, at the age of 49, is the most spry of the bunch. Christopher Walken is really one of those rare cultural figures who truly transcends generations, Sofia Colucci, the chief marketing officer for Miller Lites parent company Molson Coors, tells Fast Company about the companys Legendary Moments Start with Lite creative campaign that launched this January. Beer has faced sluggish sales as millennial and Gen Z drinkers have increasingly prioritized a healthier lifestyle and more moderation. Theyve been spending more on non-alcoholic beverages and other alternatives, like cannabis. Americans spent $925 million on non-alcoholic beer, wine, and spirits at retail stores in 2025, a 22% increase from the prior year, according to market researcher NIQ. Selling connection, not consumption Miller Lites latest ad is a sequel between the light beer brand and the Dune: Part Two actor, who did voiceover work last year in a campaign tied to Miller Lites 50th anniversary. He went in front of the camera for a series of TV spots built around the premise that drinkers should cancel fewer plans and spend more time connecting in person. Promoting socialization has been a key throughline in alcohol marketing, a theme that Heineken itself tapped into with its Social Off Socials marketing blitz that aired last year, starring singer Joe Jonas. [Photo: Garage Beer] Colucci said that the brewer conducted extensive researchincluding panels that focused exclusively on the Gen Z cohortand determined that the Miller Lite brand would benefit from Walkens strong name recognition and positive sentiment across more established Miller Lite drinkers and younger adults the brand would like to attract. Nostalgia, with a wink Garage Beer, a scrappier upstart founded in 2018, has aimed to lure millennial drinkers who have turned away from craft beers but dont want legacy brands like Coors Light or Miller Lite. CEO Andy Sauer, who acquired the Ohio-founded brewer in 2023 and added NFL stars and brothers Jason and Travis Kelce as majority owners in 2024, says the brands marketing isnt meant to be too serious. People arent getting together to have beers because theyre bummed out, says Sauer in an interview with Fast Company. Garage Beers martial arts-inspired Brewmite campaign, which included a 17-minute spot starring the Kelce brothers and 56-year-old Liddell, generated 9.3 million views across social media in the first week after its debut last year. With the exception of a single fight in 2018, Liddell has been retired from mixed martial arts since 2010, but Sauer says 30-something consumers still think fondly of the champion fighter. He was a great fit for the nostalgia of what we were trying to do with that spot, says Sauer.
Category:
E-Commerce
Hello again, and thanks for reading Fast Companys Plugged In. Three days after Donald Trumps second inauguration, OpenAI CEO Sam Altman tried to have it both ways. I’m not going to agree with him on everything, Altman tweeted of the new president. [B]ut I think he will be incredible for the country in many ways!” The gist of Altmans sentimentlavish praise for Trump, tempered with a polite disclaimer that it wasnt a blanket endorsementwas far closer to a love letter than a critique. But at least it broached the possibility of disagreement. Almost a year later, most tech executives who have commented on the president have tended to follow a different principle: If you cant say something nice about Donald J. Trump, dont say anything at all. Shortly before Trump returned to the White House, I wrote about tech CEOs attempts to newly ingratiate themselves with him, which included congratulatory social posts, million-dollar donations to his inauguration fund, and pilgrimages to Mar-a-Lago. I predicted that the era of good feelings would eventually run up against the certainty that the administrations policies, such as the promise of unprecedented mass deportations, would embroil it in controversy. What I didnt know was how overwhelming the assault on norms, the rule of law, and decency itself would be. Even a partial accounting of recent examples would include Renee Nicole Goods death and the rest of the crackdown in Minneapolis by Immigration and Customs Enforcement. Venezuela. Greenland. RFK Jr. The Justice Departments targeting of James Comey, Letitia James, and Jerome Powell. Pardons. Epstein. Unbridled racism. Possible war crimes. The East Wing (RIP) and its vanity replacement. Distaste for democracy. From the heartbreaking to the merely mind-numbing, it just keeps coming. During the first Trump administration, policies at the border that separated children from their parents did inspire tech executives to speak in anguished terms and call for change, though they avoided criticizing Trump directly in the process. In the past year, there has been no equivalent moment of moral clarity, however cautious. The indelible symbol of the industrys current relationship with the president is the trophyfashioned from American-made glass on a solid gold basethat Apple CEO Tim Cook bestowed on him at a White House press conference last August. Only Salesforce CEO Marc Benioffwhose company has sought a contract to help ICE scale upseems to have suffered serious backlash for erring on the side of Trump friendliness. In October, he expressed enthusiasm for the idea of the president sending National Guard troops to San Francisco, his companys hometown. Prominent VC Ron Conway ripped into the comment in a letter of resignation from the Salesforce Foundations board; Benioff ended up apologizing. Other executives continue to butter up Trump at events such as a December 10 business roundtable attended by Dells Michael Dell, IBMs Arvind Krishna, and Qualcomms Cristiano Amon. Tech companies are also still greasing their presidential relationship with cash, including donations toward the absurd White House ballroom expansion from Amazon, Apple, Google, HP, Meta, Microsoft, and T-Mobile. The industrys failure to mount the modest level of public pushback we saw during Trump 1.0 is not exactly a mystery. This time, the president and his appointees increased eagerness to use levers such as tariffs, antitrust approvals, Federal Communications Commission policy, and plain old lawsits creates an even starker imbalance of power with companies that cross him. The emergence of generative AI as techs next big thing is another factor: Executives who want to influence federal policy, such as its AI Action Plan, have every incentive to avoid ticking off the president on other fronts. Tech giants may have concluded that their current approach to dealing with the administrationplaying nice where tenable and ignoring one disaster after anotheris working for them. It certainly seems to be working for Trump. But in the wake of the disaster unfolding in Minneapolis, there are signs the uneasy status quo might be slipping. On January 14, Wireds Lauren Goode reported on a petition signed by 150 tech workers calling on the industrys leaders to speak out on ICEs violent tactics in U.S. cities. Goodes story also notes a few examples of industry figures tweeting about the situation in Minneapolis, including Google DeepMinds chief scientist, Jeff Dean (whose Twitter profile notes that his posts dont speak for Google) and Box CEO Aaron Levie. CEOs of Big Tech companies, who have grown less accommodating of employee activism, may not be swayed by worker petitions. Brushing off their customers concerns is riskier. Unlike the business community, the American public doesnt seem to be compartmentalizing its assessment of Trump. The presidents polling collapse has him underwater even on those issues he has embraced most tightly, including immigration, trade, and the economy. After so many years of playing toin New York Times TV columnist James Poniewoziks wordsan audience of one, the tech industry might be slow to decide that the reputational damage is no longer worth it. At some point, however, even targeted buddying up to Trump could be intolerable to consumers, who have powerful ways to register their displeasure. One relevant data point: After Disney briefly pulled ABCs Jimmy Kimmel off the air in September, seemingly at the behest of FCC Commissioner Brendan Carr, cancellations of Disney+ and Hulu reportedly doubled. Trying to get on the right side of history has never provided most companies with adequate incentive to resist Trumps excesses. But even short-term thinkers would reassess matters if they believed that palling around with him was costing them money. And the administrations commitment to doubling down on its existing crises and manufacturing new ones may be bringing that day closer. Youve been reading Plugged In, Fast Companys weekly tech newsletter from me, global technology editor Harry McCracken. If a friend or colleague forwarded this edition to youor if you’re reading it on fastcompany.comyou can check out previous issues and sign up to get it yourself every Friday morning. I love hearing from you: Ping me at hmccracken@fastcompany.com with your feedback and ideas for future newsletters. I’m also on Bluesky, Mastodon, and Threads, and you can follow Plugged In on Flipboard.M More top tech stories from Fast Company Crypto scams took $17 billion last year. 2026 could be even worseAfter a banner year for people being fleeced out of their cryptocurrency, 2026 started with major news of new hacks, scams, and rug pulls. Read More Why becoming Chinese is taking over social mediaIf your TikTok For You page has recently shifted to videos of people boiling apples and shuffling around in house slippers, heres why. Read More Why Anthropics new Cowork could be the first really useful general-purpose AI agentAnthropic announced a new general-purpose AI agent tool on Monday called Coworkand it may emerge as the first actually useful agent tool for work. Read More Apples new Creator Studio isnt just about getting you to subscribe to appsYes, the company is turning software into a service. But its new creativity bundle also helps clarify its strategy around pro tools, AI, the iPad, and more. Read More Fujifilms new camera has a Gen Dial so Gen Z can get the perfect retro shotTaking aesthetic, vintage-inspired photos and videos has never been easier. Read More Apple just straight-up robbed GoogleApple didnt lose the AI race to Google. It won the chance to show us what Apple Intelligence might actually look lie. Read More
Category:
E-Commerce
All news |
||||||||||||||||||
|
||||||||||||||||||