During the Apollo program, especially after the ’69 moon landing, many American brands tried to connect their products with the conquest of space. Tang, which hit the shelves as „the astronauts” drink," is one of the few brands that can truly be linked to American space programs.
The space program in the ’70s meant unstoppable progress, accompanied by a good dose of national pride. There's nothing cooler than astronauts. But they get thirsty sometimes too...
In the USA, the legend persists to this day that Tang drink mix was specifically developed for astronauts. The reality is that the orange-flavored vitamin drink mix was available on store shelves a year before NASA was founded.
Tang is one of the few brands that can truly be linked to American space programs. In 1965, Gemini astronauts took it with them in small silver pouches: it became drinkable by adding water, thus solving the problem of stale, bad-tasting drinking water.
„The drink mix that hit the shelves as ”the astronauts' drink" also contributed to the spread of instant breakfasts. The connection to the space age became the most important element of the brand identity: their products were packaged with space toys, and product placement appeared in schools with moon maps. While it undoubtedly reached its main target audience, opinions are divided on whether it was truly the astronauts' favorite drink.
Buzz Aldrin, the hero of Apollo 11, bluntly demystified:
„Tang sucks.”
