Nutella’s accidental space promotion saved them millions!

FREE things are always great to have. Imagine your brand getting a free promotion at the most unexpected place or by someone totally unexpected. Wouldn’t that be great?

Take Nutella, for example.

During the NASA Artemis II mission, a jar of Nutella floated inside the Orion spacecraft in zero gravity. 

It wasn’t staged or planned. The jar came out of nowhere and just happened to be perfectly positioned for the camera. And just like that, Nutella got an accidental brand moment.

That could have easily died there. But would a smart brand let that happen? Obviously not. 

Obviously, they capitalized on it. And rightly so. 

Nutella shared the moment with a simple, yet brilliant post: "Nutella is out of this world."

This wasn’t your typical ad placement. This wasn’t a paid sponsorship. It was a genuine, unintentional opportunity to showcase a story that even in space people don’t forget their jar of Nutella. It is that loved by the people. 

It went viral. The brand got the kind of attention money can’t buy, free promotion in space.

The best brand moments often happen when we take advantage of the timing. 

Aman Gupta giving an intern unlimited diet coke when rumour has it that it is limited in stock. Overrated but great use of timing and paid amplification. 

It’s about seizing the moment when it floats right in front of you. What do you think?