Dive Brief:

• GE is celebrating the 45th anniversary of the Apollo 11 moon mission by creating a new "moon boot" using the materials it supplied for the mission. 
• The company, known for manufacturing refrigerators and other appliances, supplied materials used in moon boots and helmets worn by astronauts Buzz Aldrin, Neil Armstrong, and Michael Collins.
• The boots contain the same materials used in GE's B2B products like jet engines, wind turbines, and healthcare equipment, but the campaign is geared toward consumers and will help boost GE's launch on messaging app Snapchat. 

Dive Insight: 

What GE has done is leverage its B2B business, the materials to launch a consumer-facing campaign with the moon boots via Snapchat. The campaign also combines the old (materials, moon landing) with the new (revamped moon boots, Snapchat) for a fun celebration of history and innovation.