Sellers of various food and snack items are gearing up for the upcoming total solar eclipse on April 8. Pizza Hut is offering a special deal on pizzas, while Krispy Kreme has introduced a unique eclipse-themed doughnut dipped in black chocolate icing and featuring Oreo pieces. This is not the first time Krispy Kreme has released an eclipse-themed treat, as they previously had a chocolate-covered glazed doughnut during the last total solar eclipse in the US. Brands are capitalizing on this rare astronomical event to attract customers and create buzz around their products.
Experts believe that rare phenomena like a total solar eclipse present a great marketing opportunity for brands. Koen Pauwels, a marketing professor at Northeastern University, states that such events can generate interest online and serve as a reminder for customers to try a product they may have enjoyed in the past. Frito-Lay’s SunChips is unveiling a limited-time new flavor during the eclipse, while Smoothie King and Burger King are also offering eclipse-themed products and promotions to capitalize on the excitement surrounding the event.
For newer brands, the eclipse offers a unique chance to attract attention and introduce potential customers to their products. Pauwels suggests that brands with ties to the sun or moon may benefit from leveraging the eclipse for marketing purposes. Warby Parker, an eyewear brand, is providing free solar eclipse glasses to promote safe viewing of the event. NASA recommends using eclipse glasses that comply with the ISO 12312-2 international standard when observing a solar eclipse, as these are much darker than regular sunglasses.
MoonPie, a popular snack brand known for its marshmallow, graham cracker, and chocolate-covered treats, has been preparing for the total solar eclipse for months. The company has released limited-edition “Solar Eclipse Survival Kits” at Dollar Tree stores and participating Wal-Mart and Kroger locations along the eclipse’s path. The kits include mini-sized MoonPies in all black-colored boxes with various flavors. MoonPie, a family-owned business that dates back to 1902, sees the eclipse as a perfect opportunity to engage customers and showcase its products.
Chattanooga Bakery, Inc., the maker of MoonPie, is excited to celebrate the eclipse and has taken steps to ensure they don’t miss out on the marketing potential of the event. Tory Johnston, the vice president of sales and marketing at the bakery, views the eclipse as a unique opportunity to connect with customers and create excitement around their products. MoonPie has been proactive in developing eclipse-themed strategies, unlike during the previous eclipse, where they missed the chance to capitalize on it. This time, Johnston believes they are well-prepared to make the most of the eclipse and showcase their brand to a wider audience.
