In the early 1960s, no one could have imagined how the Apollo mission and the successful Moon landing would impact consumer habits. Omega Speedmaster watches, Chevrolet Corvette cars, “Tang” citrus drink, microwave ovens, and compact electronics all became popular because of the space program and those who were savvy enough to seize the opportunity to use space to promote their products and ideas.
In the first part of this article, we described how NASA and the U.S. government promoted the idea of space exploration in America by utilizing an incredible PR campaign that actively engaged the media. Today, we will discuss how companies, whether or not they were related to the space program, exploited any connection they could, no matter how tenuous, to attract attention. We will begin with the most interesting period: the second half of 1969 when Apollo 11 successfully put the first humans on the Moon.
How “space fever” started in 1969
After the launch of Apollo 11, many major brands stayed quiet, waiting for the mission’s successful conclusion before launching large-scale, space-focused marketing campaigns. However, less than a day after the astronauts splashed down in the Pacific Ocean on July 24, 1969, the boldest and most forward-thinking advertisers were already profiting from the event.
Some companies were ahead of the game. On July 21, an ad for Brillo, a producer of steel wool cleaning pads, published an ad in the New York Times featuring a color map of the Moon that occupied a full third of the page. Along with the map was a coupon: customers could fill in their address and send it to Brillo, along with two proofs of purchase, to receive a copy of the map. Brillo itself had no connection to the Moon landing, but it deftly took advantage of the moment: “This map is available only from Brillo,” read the ad. “Let Brillo send you the Moon. For free.”
The New York Times itself was somewhat more cautious: an entire section, consisting of 18 pages dedicated to the Moon landing, appeared only the day after the mission was completed. Readers were offered stories and poems, charts, and numerous photographs, as well as responses to the event from famous figures around the world, including Henry Ford, the Dalai Lama, and Pablo Picasso.

Source: NASA
In the following days, the volume of advertising referencing space or the Apollo mission grew exponentially.
Among the first to respond, of course, were brands that were directly involved in the Moon landing itself. IBM had much to be proud of and featured its connections with NASA in its promotional materials. IBM developed its first computer to be used for space exploration in 1949, IBM Card-Programmed Electronic Calculator (CPC). Then the System/360 (S/360) mainframe, announced in 1964, revolutionized computing by providing the necessary level of compatibility between different systems, which made sending astronauts to the Moon possible. Although these computing devices were far too expensive for ordinary Americans–they were available for purchase for $133,000 ($1.14 million in 2024 dollars) or rent starting at $2,700 ($23,159 in 2024) per month–the company nevertheless received 1,000 orders in the first month after the success of Apollo 11 and another 1,000 over the next four months.

Source: The New York Times
At the time, Hamilton Standard (part of United Aircraft) was one of the largest manufacturers of aviation components, and its backpack-like life support systems, fuel cells, and environmental control systems were used on the Apollo 11 mission. The company publicized this in The New York Times on July 25, 1969, while also reminding readers that its engineers had once made the propeller for Charles Lindbergh’s airplane, the first to traverse the Atlantic solo.
As for astronaut clothing and gear, Fiberglass had the most to be proud of, having invented a lightweight and durable material used in aerospace and sports equipment manufacturing. The company’s products were so successful that its name became synonymous with its product, much like “Xerox,” “Crocs,” or “Thermos.” In 1969, Fiberglass became famous for creating the white, flame-resistant fabric (known as “beta cloth”) used to make the astronauts’ 21-layer spacesuits. The company thus had every right to boast: “We are proud to have helped dress man for his greatest adventure.”

Source: The New York Times
And what about footwear? The soles of the boots that left footprints on the Moon’s surface were produced by General Electric, which at the time had a division that made the silicone rubber used in the treads. The imprint of these soles was highlighted in GE’s advertisements, though the focus was shifted from the boots themselves to the significance of Apollo 11 for humankind. 45 years later, to commemorate its role in the first human Moon landing, the company released a limited edition of “Moon sneakers” called “The Missions.”

Source: The New York Times.
Westinghouse and RCA were the companies that made it possible for Earth’s inhabitants to watch the Moon landing live. Westinghouse created the black-and-white camera that captured what was happening inside the “Eagle” lunar module, while RCA developed the color camera that showed the interior of the command-service module, a fact that RCA took full advantage of in its advertisements.

Source: goodspeedgratiotcountyhistorical.blog
Trans World Airline (TWA) was another contractor involved in the preparations for the Apollo 11 mission. Although the company was only responsible for organizing transportation for the astronauts, its advertisements nevertheless addressed the crew personally: “Thanks Neil, thanks Buzz, thanks Mike, for letting us help give you the moon.”

Source: sfchronicle.com
The desire to get a piece of space was shared not only by private companies but also entire American states. North Carolina, for example, published a photograph of the Wright Brothers’ first flight, along with the caption “The space race began in North Carolina. It’s a good location for any venture.” The ad was aimed at attracting entrepreneurs to North Carolina and included a suggestion to write to the governor if they were interested in relocating to the state.
Even companies with only the most tenuous connections to Apollo 11 or space in general tried to get in on the action. For example, since the early 1960s, Volkswagen had promoted its VW “Beetle,” which was not a particularly elegant vehicle but which nevertheless served as a practical means of transportation: fully ten years before the Moon landing, Volkswagen bought an entire ad space in The New York Times to run a minimalist advertisement for the vehicle with the tagline “Think small.” In 1969, the same newspaper featured an image of the lunar module model with the caption: “It’s ugly, but it gets you there.” There was no logo, nor even any mention of VW, but the distinctive fonts and design made it clear to whom the advertisement belonged.

Source: The New York Times
Similarly, marketers at Alexander’s department store used the famous “Earthrise” photograph, accompanied by the caption: “We came in peace for all mankind.” This is a phrase from the commemorative plaque that the astronauts left on the Moon.

Source: The New York Times
Here’s another example: Stanley Kubrick’s film 2001: A Space Odyssey was released in 1968, and its plot was based on a story written by Arthur Clarke in 1951. This did not stop the filmmakers from presenting it as an inspiring tale of space exploration and making references to the Apollo 11 mission and photographs from the Moon’s surface.

Source: sfchronicle.com
For its part, Panasonic decided to capitalize on Americans’ geopolitical ambitions and created an advertisement that played on Cold War anxieties: in the ad, an image of astronauts looking at a television on the Moon was accompanied by the caption: “Now you can watch the Russians coming even if you’re 250,000 miles from home.”

The most memorable advertisements of the Apollo era
“Space fever” did not subside after a week, or even a month, after the Moon landing and the most successful advertising campaigns of that time have since made their way into the annals of history. Moreover, some of the products that “took off” thanks to their clever integration of cosmic themes are still with us today.
“Tang” Drink
Tang, a citrus-flavored soft drink, is forever linked to NASA. American astronauts took Tang on board during the first manned flights: John Glenn even brought it along on Friendship 7. This was because the water on board the spacecraft had an unpleasant taste as a result of chemical additives, so Tang became the first soft drink to orbit the Earth. Eventually, the public started to believe that Tang was developed specifically for NASA, even though it was not. Nevertheless, General Mills, the company that produced Tang, used NASA flight footage in its television commercials and, in 1969, launched the “For Spaceman and Earth Families” campaign, emphasizing its connection to the space agency.

Source: medium.com
The Chevrolet Corvette…
…or AstroVette—whichever you prefer. Either way, the car’s popularity was largely shaped by the American space program. After Alan Shepard became the first American in space, he was gifted a 1962 Corvette upon his return to Earth.
Here he is, posing next to his new car:

Source: General Motors
This marketing ploy turned out to be incredibly successful, even increasing demand for used Corvettes from the 1950s. However, the co-owner of one Chevrolet dealership decided not to stop there and began to offer Corvettes to American astronauts under a free lease agreement. In addition to Alan Shepard, Gordon Cooper, Buzz Aldrin, and Gus Grissom all took advantage of this offer.
In 1969, the Apollo 12 astronauts, Alan Bean, Charles Conrad, and Richard Gordon, each ordered a Corvette from Chevrolet—a model that became known as the “astronauts’ car.” It was gold and black, matching the color of the lunar module, and came equipped with an upgraded carburetor.

Source: General Motors
Not all American astronauts chose the Chevrolet brand, however. After their successful flights, Wally Schirra switched from an Austin-Healey to a Maserati and Scott Carpenter opted for a brand-new Shelby Cobra. But for Chevrolet, its connection to the space program remained a major selling point. The Corvette was perceived as a prestigious sports car, symbolizing the American spirit of exploration and technological progress during the space age. Although the free leasing program officially ended in 1971, the brand’s association with NASA and space exploration continues to this day. Interestingly, it is the only American car that has been continuously produced for over seven decades.
Take a look below at retired NASA astronaut Scott Kelly posing with a blue Corvette that matches his astronaut suit. This picture was taken just before Chevrolet introduced its newest Corvette 8 on the eve of the 50th anniversary of the Apollo 11 Moon landing.

Source: Chevrolet
Pillsbury Space Sticks
The Apollo 11 astronauts needed snacks while they were away from the lunar module, but proper meals were hard to manage due to their spacesuits. At NASA’s request, Pillsbury, which at the time was selling ready-to-bake cookie dough in tubes, began producing special space bars, aptly named Space Food Sticks. “The energy snack developed by Pillsbury… in support of the U.S. aerospace program” read the label on the box, with the bars themselves coming wrapped in shiny foil. Each bar contained just 44 calories and the manufacturer marketed them as a diet food for kids and those watching their weight. Pillsbury’s TV ads, meanwhile, were primarily targeted at space-enthusiast children. Despite the buzz the company created around these bars, however, they were not the astronauts’ primary food (largely due to their low caloric content) and were intended solely as snacks.

Source: generalmills.com
Fisher Space Pens
The Fisher Space Pen, specifically designed to work in zero gravity, became the only ballpoint pen to travel to the Moon. Remarkably, besides using them for writing, Neil Armstrong and Buzz Aldrin also used a Fisher Space Pen for an entirely unexpected purpose: they replaced a broken switch on the engine responsible for lifting the astronauts off the lunar surface. This is why the Fisher Space Pen is often called “the pen that saved the Apollo 11 mission” (though this dramatic label was actually coined by Fisher itself). For over a decade, Fisher included a brochure in the packaging of their pens that briefly told the story of how a simple pen played a crucial, though unplanned, role in bringing the astronauts back to Earth. Fisher later continued promoting their space pens and even established a separate corporation for their production, Fisher Space Pen Co.

Source: gopens.com
45 years later, Fisher Space released a commemorative pen, the design of which duplicates the same pen used on the Moon.

Source: Fisher Space Pen
Omega Speedmaster watches
Omega began supplying watches to NASA as early as 1965, and since then they have regularly traveled with astronauts into space, even making it to the surface of the Moon. One special model is officially called the Speedmaster Professional, though many know it simply as the “Moonwatch.” These watches were able to withstand the rigorous tests that NASA put them through and have stood the test of time: consumers can still buy them today.
However, the Speedmaster Professional was not originally designed for space missions: it had actually been on the market since 1957. However, after being certified by NASA, Omega gifted each astronaut one of the manually-wound watches, complete with a Velcro strap for use on the Moon. Over time, the watch’s association with space became so strong that, even today, some astronauts still prefer Omega Speedmasters.

Source: Omega
Mattel toys
During the height of the space race, Mattel released a line of “Barbie” dolls dressed as astronauts, as well as the famous Major Matt Mason action figure, a fictional character who supposedly landed on the Moon three years before Apollo 11. Major Mason was a hero for kids playing in the sandbox, and Mattel effectively targeted its audience and the toy became very popular.
Mattel continues to sell Barbie dolls worldwide and even sent them into space to spark girls’ interest in STEM fields. More recently, it started creating toys inspired by the achievements of SpaceX.

Source: Mattel
And that’s not all…
The Apollo missions were a tremendous technological achievement, prompting many companies to eagerly highlight their connection to the space theme. While not all advertising efforts from that era have had the lasting impact of Chevrolet’s or Omega’s campaigns, they nevertheless deserve recognition.
For example, one Crest toothpaste ad proclaimed: “What [the astronauts] needed was a special toothpaste for outer space. No earthbound toothpaste would do.”

Source: retroadverto.wordpress.com
Similarly, the food manufacturer Del Monte jokingly hinted that Apollo 11’s success was due in part to its dried fruit, which the astronauts chewed during their mission.

Source: nypl.org
Women’s magazines also picked up on the space trend, declaring that “space is in fashion.” In one advertisement, the cosmetics company Tussy highlighted all of the products supposedly needed to create the perfect “space face.”

Source: nypl.org
Revlon was also inspired by the Moon. Following Tussy’s example, it released a new variety of eyeshadow that produced a shimmering effect.

Source: nypl.org
In the 1960s DuPont, which created Teflon, Kevlar, and napalm, was already producing high-tech materials for use in construction and other purposes. Of course, they also took the opportunity to emphasize their products’ reliability, assuring customers that “Your home can have the same exterior protection as NASA’s ‘Moon Shot’ building.”

Source: nypl.org
Zippo first began using space themes on its lighters in the early 1960s. Over the years, it amassed an impressive collection of models featuring Mercury and Apollo 11 astronauts, images of lunar modules, and inspirational slogans for fans of the space program.



Source: lightergallery.com
Concluding the media history of the Apollo program
The hot phase of advertising surrounding the themes of space, the Moon, astronauts, and anything even indirectly related to them lasted until the end of 1972 when the Apollo mission was completed. After that, the public’s interest began to wane.
“Since 1972, human space travel has been dead boring. We’ve gone around and around and around the Earth a whole bunch of times, and that is not interesting to people,” says David Meerman Scott, one of the authors of the book Marketing the Moon, which details the efforts of the U.S. government and NASA to promote Apollo 11.
The success of the Apollo 11 mission was not to be replicated, either after a few years or even a half-century later, which has contributed to a decline in the public’s interest in space. Naturally, this has affected brands’ advertising decisions. While Apollo had a spiritual successor in the Space Shuttle program, which was aimed at transporting crews and cargo to orbit and back, in terms of marketing activity and accompanying PR events it was not as vibrant: the novelty had vanished.
Nevertheless, the Apollo program was not just a milestone of human achievement and a technological breakthrough: it was also a catalyst for the development of new marketing strategies. Brands like Omega and Chevrolet seized on this unprecedented moment to strengthen their reputations and association with humanity’s most ambitious achievements and even today their successful campaigns demonstrate how brands can effectively integrate significant cultural events into their marketing strategies.