When Artemis II broke Apollo 13’s distance record of 248,655 miles from Earth on Monday, it was one small step for man…and a giant leap for Nutella’s marketing team.
Four minutes before Artemis II made space history, a jar of the hazelnut spread floated in front of the spaceship cameras capturing the NASA moon mission on a livestream. Nutella’s label flashed in frame as the jar orbited through zero-gravity NASA’s Kennedy Space Center responded on X, writing, “Enjoying sweet treats while our Artemis crew takes sweet photos of the Moon!"
Coincidentally, Nutella was founded in 1964, the same year the U.S. executed its first successful lunar mission with Ranger 7.
While Nutella is known for spreading across waffles and crèpes, it hasn’t historically spread all the way to space before – and the Ferrero Group brand is using the unplanned marketing moment, which some social media users have dubbed as the “greatest free advertising moment in history,” as a launching pad.
“Honored to have travelled further than any spread in history,” Nutella wrote to its 1.6 million followers across Instagram, X and TikTok , reposting the video with the caption, “Nutella is out of this world.”
Nutella has also edited each of its social media bios to: “Spreading smiles all the way to space.”
The brand also asked fans on Tuesday to comment one item they’d “bring into the cosmos” for a chance to have their name written on a custom Nutella jar.How should Nutella skyrocket this viral moment into its next marketing move? Here are three ideas.
Film a ‘Spreading in Space’ cooking series
Who onboard Artemis II is cracking into the Nutella jar?
The hazelnut spread brand can partner with NASA’s Kennedy Space Center for a series filming the four astronauts aboard Artemis II spreading Nutella for aircraft recipes. Do they top their rehydrated pasta in the spread? Or perhaps dip their tortillas – which often replace bread during space travel to reduce floating crumps – for a chocolatey twist?
Spreading in Space could solve all of the mysteries.
Drop a limited-edition ‘Astronut’ jar
Aspiring astronuts – sorry, astronauts – out there may want to get their hands on a Nutella jar after watching it become the star of the show on Artemis II.
Introducing the Nutella Astronut jar. Whether it’s shaped like an astronaut helmet or infused with gold flakes to resemble stars, the limited-edition jar can fulfill Nutella fans’ space fantasies. A QR code printed on the Nutella label could help consumers track the Artemis II mission.
Air ‘Star-crossed sweets’ historical spot
While Nutella was clearly present on NASA’s most-recent Artemis II mission, it also shares a birth-year with the Ranger 7 mission: the first successful U.S. lunar mission in history in 1964. Some might say the “stars align” when it comes to NASA and Nutella.
Nutella could air a historical Star Crossed Sweets spot highlighting its parallel journey with NASA since 1964. After fans learn how NASA and Nutella have a history “written in the stars,” they can take a space history quiz on Nutella’s website to land a free jar of Nutella (or Nutella Astronut, if Nutella decided to go that route).
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