When a brand leaves planet Earth: the case of Nutella in space

Space is, by definition, the place farthest from our daily lives: an extreme, technical, inaccessible environment and, for this very reason, incredibly powerful from a symbolic point of view. This is where an unexpected element comes into play: a jar of Nutella aboard the Artemis II mission. A presence that may seem out of context, yet for that very reason, extremely meaningful.

This is not just a curiosity: it is an interesting case of contemporary communication.

From shelf to orbit: when meaning changes
A product is, first of all, a functional object: it serves a purpose, it responds to a need. But when it is placed in a completely different context, such as a space mission, its meaning changes… It is no longer just consumption: it becomes a symbol.
In Nutella’s case, what is taken into space is not simply a spread, but a set of shared values: everyday life, familiarity, collective memory. Bringing such an “earthly” object into an extraordinary context creates a powerful contrast.

And it is precisely in that contrast that attention is generated.

The media effect: from scientific mission to global narrative
The Artemis II mission already represents a global event, followed by media, institutions and an international audience.
But the inclusion of elements of pop culture, such as Nutella, transforms the event into something even more shareable… It is no longer just science: it becomes storytelling. And storytelling has a specific characteristic: it travels, it crosses platforms, languages and audiences, reaching social media, mainstream media and everyday conversations.
In this transition, the jar becomes viral content, a cultural symbol and an emotional entry point into a complex topic.

The real point: not visibility, but relevance
Many brands work to be visible, but visibility alone is not enough. What really matters is relevance: being present in a culturally significant moment like a space mission means entering a conversation that already exists.
Not creating attention from scratch, but amplifying it. It is a subtle, yet fundamental difference.

But there is an even more interesting element in this case: in an extraordinary context like space, what stands out most is not something futuristic… it is something extremely ordinary. A jar, a hazelnut spread, an everyday gesture, a product everyone knows.
This contrast generates surprise, recognition and emotional connection and it is precisely this combination that makes the content memorable.

What brands can learn
The case of Nutella in space offers a clear insight: the strongest brands are not those that try to amaze at all costs, but those that manage to naturally enter the right contexts without losing their identity. There is no need to transform, but to remain recognizable, especially in the most unexpected moments. In an ecosystem increasingly saturated with content, the difference is not made by quantity, but by the ability to be relevant at the right time.

At Mediability, we help brands build strategies that connect communication, culture and media, turning every presence into an opportunity for meaning.