The Artemis II mission captured the world’s attention and some brands made sure they were part of the conversation. From Nutella floating in zero gravity to a prelaunch movie screening, these brands show one simple truth: marketing moments are not scheduled. They are captured.
At Rocket Chimp we love spotting moments like this. Not just because space is cool, but because staying top of mind is what makes a brand stick.
Here are five ways brands joined the Artemis II orbit and made people notice.
1. Nutella — React Fast, Go Viral
Category: Food & Beverage
A jar of Nutella floated into view during a live crew broadcast and people immediately noticed. Nutella jumped in fast, sharing the moment online and having some fun with it.
Marketing insight:
Timing is everything. Nutella turned a floating spread into a viral moment. Sometimes the best ad space is already in motion and all you have to do is grab it. Bonus points if it’s chocolatey.
2. Project Hail Mary — Create the Moment
Category: Entertainment
Before launch, Project Hail Mary sent the crew a screening to watch during quarantine. Later, as Commander Reid Wiseman described the lunar view, Ground Control responded with “Amaze! Amaze! Amaze! Thank you, Reid,” quoting a character from the film. The brand followed up with a custom video, turning a small reference into a full-circle moment.
Marketing insight:
You don’t have to wait for a moment to happen. Project Hail Mary created theirs, seeded it early, and amplified it at just the right time.
3. The Honest Company — Amplify a Human Story
Category: Hygiene & Personal Care
Astronaut Christina Koch requested Honest products in her care package. Jessica Alba and the team shared their excitement online, turning a personal, small-scale detail into a story that everyone wanted to share.
Marketing insight:
Human stories travel far, even in space. Small, genuine moments like this can make your brand feel real and relatable.
4. Krispy Kreme — Build Around the Event
Category: Food & Beverage
Krispy Kreme got ahead of the countdown with a limited-edition Artemis doughnut tied to the mission. Launching before liftoff and encouraging social sharing gave people a fun way to connect with space excitement in a very tasty way.
Marketing insight:
You can create your own orbit. By tying a product to a cultural moment, you make it shareable, fun, and relevant. Rocket Chimp helps brands make moments like this part of everyday conversation without needing zero gravity.
5. iPhone 17 — Bonus Sneaky Star
Category: Technology
No campaign. No post. Still part of the conversation. People noticed iPhones being used by the crew. Apple didn’t need to say a word. The conversation did the marketing for them.
Marketing insight:
Sometimes just showing up is enough. Even without a campaign, being part of a cultural moment can reinforce brand dominance.
What We Can Learn
The Artemis II mission proves one simple point: the best marketing moments do not wait for a calendar invite. They are floating in the cultural orbit, waiting for brands to notice.
- React fast when an opportunity appears.
- Create moments your audience can engage with.
- Amplify human stories that resonate.
- Build around cultural events to stay relevant.
- Sometimes, just showing up is enough.
At Rocket Chimp, we help brands spot the moments, craft the story, and make sure the world notices. Even if that world is millions of miles away.
