A Jar of Nutella Went to Space. The Brand’s Response Is a Stellar Marketing Lesson

The company’s senior VP of spreads said the ‘phones lit up’ after Nutella appeared in the Orion capsule.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Photos: Courtesy Company; Getty Images

Nutella is giving “to the moon” a whole new meaning. Just before NASA’s Artemis II mission set the record for the farthest distance humans have ever traveled from Earth on Monday, its livestream showed a very recognizable jar of hazelnut spread floating around the Orion spacecraft.

“When........

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