Nutella’s presence inside the Orion spacecraft cabin became one of the most widely discussed threads of the Artemis II mission online. The latest analysis by the Institute of Media Monitoring (IMM) indicates that on 6–7 April this year, the topic achieved global reach across digital channels, becoming an example of unique, organic brand exposure in a technological context.
It all began with a live broadcast from aboard the Orion spacecraft, during which viewers spotted a jar of the popular hazelnut spread floating in zero gravity. The object, captured in the frame alongside advanced research equipment, immediately drew the attention of internet users. What initially looked like a minor lapse in safety procedures quickly turned into a global trend, triggering a wave of speculation about how the product had made its way into such a sterile and tightly controlled environment.
According to the IMM study, in just two days, monitoring of online news portals and social media recorded a global reach of 108 million potential contacts. The accidental presence of a Ferrero product in space translated into measurable image benefits, with the total advertising value equivalent (AVE) for online and social media publications estimated at around PLN 17 million.
The power of timing
The main channel for distributing content about the “space Nutella” turned out to be social media, where nearly 3 million interactions were recorded. As many as 70% of them were generated by posts on TikTok. The platform, built around short-form video, proved ideal for amplifying the striking footage of the drifting jar.
The top three profiles and channels by total interactions included global publishers CBS News and CNN, as well as the TikTok account TomJerryBomanDickson.
The presence of the TomJerryBomanDickson profile in second place on the podium is a phenomenon that perfectly illustrates the dynamics of today’s online environment. We are talking about an account with only around 900 followers that outperformed a giant like CNN in terms of interactions. This is proof that within the TikTok ecosystem, the algorithm rewards perfect timing above all, rather than simply the historical size of a fan base, emphasizes Tomasz Lubieniecki, Head of Media Reports at IMM.
IMM’s qualitative analysis of social media posts shows that the discussion was driven by a strong emotional charge and the visual appeal of the footage. Videos on TikTok and Instagram often relied on juxtaposing professional mission shots with humorous music tracks, which further boosted their viral potential. Comments expressing amusement and envy over a “space breakfast” dominated. Social media became a space for fan theories and memes that took on a life of their own, independent of official press coverage.
The world looks up: the US and Italy lead the way
In terms of the number of online publications about Nutella in space, the United States led with 158 articles, while Italy, the home country of the brand’s producer, came second with 98 publications, ahead of Germany (78), Spain (45), and Mexico (36).
An analysis of content published by online news outlets shows that the narrative focused on several key aspects, most notably surprise and humor, reflected in headlines pointing to Artemis II’s unusual cargo and popular phrases such as “Breakfast in Orbit” and “Space Jar.”
Many editorial teams, particularly in Germany and the United States, explored the issue of safety and procedures, examining how the jar ended up on board and analyzing NASA’s strict regulations regarding private items brought onto spacecraft.
Italian outlets, meanwhile, focused on the pop-cultural symbolism of the event, highlighting pride in seeing a domestic product appear in such a prestigious context and linking culinary tradition with modern technology. Business and technology media, on the other hand, analyzed the incident mainly as a case of free and highly effective product placement.
Nutella in space became the “human face” of the technocratic Orion mission, which translated into very strong organic reach. The whole incident appeared so natural and authentic to audiences that NASA itself had to get involved. The agency issued an official statement stressing that the presence of the jar was not part of any planned marketing campaign, which paradoxically further boosted the credibility and viral potential of the event, concludes Tomasz Lubieniecki of IMM.
Methodology
The analysis was conducted on the basis of coverage published on Polish and international online news portals and social media on 6–7 April 2026. Interaction levels were measured as of 8 April 2026.
Reach refers to the number of potential contacts with a media message. The metric is developed on the basis of television and radio audiences, print readership, the average number of views of online materials taking into account the exposure rate of brand names within content, and the organic reach of social media channels.
