Pepsi is floating a proposal for a TV series in which contestants would compete to win the opportunity to travel into outer space, the New York Post reports, according to Zap2It.com.
The winner would rocket to the International Space Station. A Pepsi spokesperson declined comment to the Post.
Pepsi's idea is not a new one -- two years ago, NBC and Survivor producer Mark Burnett were planning a series called Destination Mir that would send a person to the Russian space station, however the concept was scrapped after the Mir station was brought down in 2001.
According to the report, Pepsi would put up to $35 million into producing and promoting the series, with a large chunk of that going to the Russian space agency to reserve the winner's spot on a Soyuz shuttle.
The series would likely focus on sending the contestants through the cosmonaut training that would be required for the trip, with contestants eliminated along the way. Russia has allowed two wealthy businessmen, Dennis Tito and Mark Shuttleworth, to go on Soyuz missions after each ponied up $20 million for the privilege.
*N Sync's Lance Bass has also tried to join a mission, but he was recently denied after sponsors failed to come up with the requisite amount of money.