The arrival of Nutella and Apple in the space marks a before and after in advertising. The prominence that these two brands have had so far in the Artemis II mission, in addition to making them viral on networks, positioned them among Internet users and strengthened their storytelling.
This, in addition to being the return of astronauts to lunar orbit, marks milestones on several fronts, on the one hand, with the iPhone 17 Pro Max the first time such a personal device travels with the crew; and on the other, with Nutella after its unexpected appearance in one of the crew’s live recordings.
However, in addition to being eye-catching products based on a historical event, they have generated remembrance among people.to the point that we began to talk about a new era of advertising, because whether with or without intention, the brands managed to give something to talk about and put on the spectrum a marketing never seen before.
The role of the iPhone 17 Pro Max
The iPhone 17 Pro Max became the element that, until now, has been responsible for capturing some of the crew’s most iconic moments, like the photo of astronaut Christina Koch looking through the spaceship window at planet Earth.
In fact, The use of these devices was authorized by NASA, and now, in addition to revolutionizing the advertising of the technology by taking it to spaceallows the brand to become increasingly associated with factors such as innovation and aspiration.
“In this case, everything seems to indicate that NASA has loosened its sponsorship and product placement policies on missions.because the fact of seeing an iPhone or several iPhone 17 Pro Max in space makes people say: this product is fantastic, it works out of this world, even in conditions as harsh as those of outer space,” explained Felipe Lizcano, co-founder of Red Design Systems.
Nutella floating in the mission
The case of Nutella, which according to the information given so far, occurred by pure chance, also It generated wide visibility for the brand, as it suddenly appeared in a live video floating in the middle of the ship, before the eyes of millions of users who were fans of the mission.it didn’t take long to give something to talk about.
In fact, the video, which went viral on social networks, shows the container slowly crossing in front of the lens, allowing the brand label to be seen with complete clarity.. The moment unleashed a wave of theories and jokes, with users wondering if it was the first “space commercial” in history.
“In the case of Nutella, when you see a jar floating, this obviously triggers views on social networks. and the brand was very adept at riding the wave of publicity and showing that they are honored to have traveled further than any other cream in history,” Lizcano added.
And that was precisely what the hazelnut brand did, taking advantage of a moment of fame to promote its product, saying “an honor to have traveled further than any other broadcast in history, taking the spread of smiles to new heights”.
What was achieved?
According to Lizcano, all this makes people associate the attributes of this type of products that appear in the space with success, something that, in addition to promoting Nutella and the iPhone 17 Pro Max, will promote the different products that the brands have, such as the wide variety of technological elements that Apple has.
“Now when they see them, They say: ‘I deserve to have a device this good that works in outer space’ and that, even though in this case it seems that they have been modified to function in such extreme conditions, people feel they deserve a device worthy of astronauts,” explained Lizcano.
Now, the expert pointed out that the NASA has been emphatic in clarifying that this has not been paid advertising, “But, ironically, this distinction benefits brands more because it means that astronauts are using and consuming these products because they like them.because they seem good to them, and that makes the audience become even more attached to them and reinforces the idea of very good quality and a very good product.
