WATCH: Artemis Crew Delivers Wholesome Moment People At Home Can Relate To
An apparently random occurrence aboard the Orion spacecraft quickly resulted in an “out of this world” ad campaign for the hazelnut cocoa spread Nutella.
During a video clip posted by the crew of the Artemis II lunar mission — just moments before they broke the record, set by Apollo 13, for distance traveled from earth — a jar of Nutella floated across the cabin, tumbling end over end as it prominently displayed the label.
“A jar of Nutella was seen floating through the Orion spacecraft approximately 4 minutes before the Artemis II crew made history as they passed the Apollo 13 distance record from 1970 of 248,655 miles from Earth on Monday,” CBS News captioned a short video of the moment.
A jar of Nutella was seen floating through the Orion spacecraft approximately 4 minutes before the Artemis II crew made history as they passed the Apollo 13 distance record from 1970 of 248,655 miles from Earth on Monday. pic.twitter.com/wqt680thQL
— CBS News (@CBSNews) April 6, 2026
Nutella quickly capitalized on what was being hailed across X as the best accidental product placement in history, sharing a video clip with the caption, “Honored to have traveled further than any spread in history. Taking spreading smiles to new heights.”
Honored to have traveled further than any spread in history 🚀 Taking spreading smiles to new heights ❤️ pic.twitter.com/vDUJMi1qbS
— Nutella (@NutellaUSA) April 6, 2026
Bright, bold letters on the screen — as the jar flipped across the frame — read simply, “Nutella is out of this world.”
NASA’s Kennedy Space Center got in on the joke, posting in response, “Enjoying sweet treats while our Artemis crew takes sweet photos of the Moon!”
Hilton Hotels posted, “A suite touch to a historic journey.”
Ultrarunner Carilyn Johnson suggested a joint campaign with Moon Pies, saying, “There it is! We’ve been waiting. Now, consider a product mashup with @MoonPie. Their dialogue with NASA has been an absolute delight! And a Nutella Moon Pie sounds delish!”
The Moon Pies X account has been going back and forth with NASA since Artemis II launched, responding to photos of the rocket and the earth from space with comments like, “Please tell the moon how much we love her,” and, “Enough about Earth I wanna see that MOON.”
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