April 5, 2024

On April 8th, a celestial spectacle will captivate millions as a total solar eclipse graces the skies over Mexico, the United States, and Canada. As anticipation mounts for this rare event, brands are seizing the opportunity to eclipse the competition with creative offerings and celestial-themed promotions.

How Brands are Capitalizing on the Eclipse

Pizza Hut is dishing out a tempting "Total Eclipse of the Hut" deal, inviting customers to enjoy any large-sized pizza for just $12 on Eclipse Day. Meanwhile, Krispy Kreme is sweetening the occasion with their "Total Solar Eclipse Doughnut," a delectable glazed treat adorned with black chocolate icing, silver sprinkles, and a center Oreo cookie, available from April 5th to April 8th.

Frito-Lay's SunChips is taking advantage of the eclipse buzz by introducing a limited-time flavor, "pineapple habanero and black bean spicy gouda," available for free during the eclipse's totality duration. Smoothie King and Burger King are also getting in on the action with eclipse-themed offerings, enticing customers with special drinks and free Whoppers.

Safety is paramount during such events, and eyewear brand Warby Parker is stepping up by distributing ISO-certified solar eclipse glasses for safe viewing. This initiative aligns with NASA's recommendation to use proper eyewear for eclipse observation.

Capturing Consumer’s Attention

However, it's not just about capitalizing on the moment; it's about brand alignment. For brands like MoonPie, with a name tailor-made for the occasion, the eclipse presents a golden opportunity.

Chattanooga Bakery, Inc., the maker of MoonPie, has been diligently preparing for this cosmic event, launching limited-edition "Solar Eclipse Survival Kits" featuring specially packaged MoonPies in all-black boxes. This strategic move underscores their commitment to aligning with the eclipse theme and engaging consumers during this unique moment.

Tory Johnston, vice president of sales and marketing at Chattanooga Bakery, Inc., acknowledges their past oversight during the previous eclipse and emphasizes their readiness this time around.

As the countdown to the solar eclipse begins, brands are ready with innovative offerings and celestial-themed promotions, turning a rare cosmic event into a marketing bonanza that will leave a lasting impression on consumers. Is your brand offering any new products for the eclipse?

Cate Bender, the author, is Project Coordinator of Marketing Keys

Posted on:

April 5, 2024