Celestial Delights: Brands Embrace Solar Eclipse Craze with Unique Offerings

Sellers of doughnuts, pizza, smoothies, chips, and even the celestial-inspired snack MoonPie are embracing the upcoming full solar eclipse as a great marketing opportunity, even if it's short-lived. They are introducing eclipse-themed products to celebrate the day when the moon will cover the sun in darkness next week.

On Monday, April 8, a rare total solar eclipse will be visible to millions of people as it travels over Mexico, the United States, and Canada. With excitement building around this extraordinary event, brands are quickly jumping on the bandwagon to make the most of it with some fun and clever marketing ideas.

Pizza Hut is offering a special deal called “Total Eclipse of the Hut” on eclipse day. Customers can enjoy any large-sized pizza for just $12.

Krispy Kreme has created a unique treat called the “Total Solar Eclipse Doughnut” for the one-day event. It is a glazed doughnut dipped in black chocolate icing, sprinkled with silver, filled with buttercream made with Oreo pieces, and topped with an Oreo cookie in the center. You can try this new eclipse-themed doughnut from April 5 to April 8.

Krispy Kreme has now launched a new doughnut inspired by a total solar eclipse for the second time. During the previous total solar eclipse in the US in 2017, the brand coated its original glazed doughnut with chocolate.

According to Koen Pauwels, associate dean, research, and distinguished professor of marketing at Northeastern University, rare events like a total solar eclipse can provide brands with valuable marketing opportunities.

Many people show interest in new products and often search for them online. According to a spokesperson, trying out a new flavor can also serve as a pleasant reminder for loyal customers. For instance, if someone is a fan of Krispy Kreme or SunChips, it can be a fun way to remember their favorite brand and decide to purchase it again.

Frito-Lay’s SunChips is introducing a limited-time flavor called pineapple habanero and black bean spicy gouda on April 8. The company announced that this unique flavor will be exclusively available for free on SunChipsSolarEclipse.com during the 4 minutes and 27 seconds of the total solar eclipse.

Krispy Kreme's Total Solar Eclipse specialty dozen.

SunChips Solar Eclipse Chips.

Courtesy SunChips

On the other hand, for a relatively new brand that has a smart tie-in to the eclipse, it’s a way to capture the attention of potential customers.

"This could be a great opportunity to introduce your brand to new customers," Pauwels mentioned. "It's a short-term chance to create buzz. However, in the long run, if your business doesn't relate to the eclipse, it may not have a lasting impact."

In other news, Smoothie King has introduced a limited-time "Eclipse Berry Blitz Smoothie" available nationwide until April 8. Additionally, Burger King is offering a buy-one-get-one deal on free whoppers on the day of the eclipse.

Eyewear brand Warby Parker is providing free, ISO-certified solar eclipse glasses at all locations, while supplies last. It's important to wear eclipse glasses that meet the ISO 12312-2 international standard recommended by NASA for viewing solar eclipses. These glasses are much darker than regular sunglasses, so make sure to grab a pair for safe viewing.

MoonPie's limited-edition 'solar eclipse survival kits'.

Krispy Kreme's Total Solar Eclipse specialty dozen.

Courtesy Krispy Kreme

MoonPie stepped up to the challenge by getting ready for the total solar eclipse months in advance. The famous marshmallow, graham cookie, chocolate-coated snack maker was determined to be fully prepared for the event.

Chattanooga Bakery, Inc. has introduced a special release of "Solar Eclipse Survival Kits" that can be found at Dollar Tree stores nationwide, as well as at select Wal-Mart and Kroger stores along the path of the total eclipse in the United States. These limited-edition Solar Eclipse mini-sized MoonPies are packaged in unique all black-colored 6-count boxes, available in chocolate, vanilla, or banana flavors, as well as a 12-count box of chocolate-only MoonPies.

Tory Johnston, the vice president of sales and marketing at Chattanooga Bakery, Inc., expressed, "It's the day the moon wins, and the sun goes down! So we wanted to create something that would get people just as excited about the eclipse as we are."

MoonPie's limited-edition 'solar eclipse survival kits'.

MoonPie, a family-owned business, has a long history dating back to 1902. The iconic MoonPie brand was officially started in 1917. According to Johnston, they are a unique business as they focus solely on the MoonPie brand and are now in their fifth generation. Johnston also mentioned that they produce a whopping one million MoonPies every single day.

Johnston acknowledges that the brand missed an opportunity seven years ago during the eclipse. He mentioned, "We didn't plan ahead and make the most of it."

He also expressed, "The eclipse aligns perfectly with MoonPie, and this time we are ready."

Editor's P/S:

The upcoming solar eclipse has sparked a surge of creativity among brands, who are capitalizing on the celestial event with innovative marketing campaigns. From eclipse-themed doughnuts to limited-edition chips, companies are seizing the opportunity to engage customers and generate buzz. This marketing frenzy highlights the potential of rare events to provide valuable opportunities for businesses to connect with consumers in unique and memorable ways.

While some brands have a natural connection to the eclipse due to their product offerings, others have found clever ways to tie their promotions into the event. The introduction of eclipse-inspired treats and the distribution of free eclipse glasses are examples of how companies can leverage the excitement surrounding the eclipse to create positive associations with their brands. Additionally, the emphasis on safety by offering ISO-certified eclipse glasses underscores the importance of responsible marketing and ensuring the well-being of consumers during celestial events.