As the imminent total solar eclipse approaches, various brands are capitalizing on its allure and fascination for the public, aiming to reach the stars.
Vendors of various items view the upcoming total solar eclipse as a lucrative marketing opportunity, despite being temporary, and would introduce eclipse-themed products to commemorate the upcoming event when the moon will temporarily obscure the sun.
Brands Seizing The Extraordinary Phenomenon's Opportunity
Millions of people are gearing up to witness a rare total solar eclipse on Monday, April 8, as it traverses Mexico, the United States, and Canada. With excitement mounting for this extraordinary phenomenon, brands swiftly seize the opportunity to capitalize on its significance with clever and timely puns and promotions.
To kick things off, Pizza Hut will offer a special Total Eclipse of the Hut deal on the day of the eclipse, offering customers any large-sized pizza for just $12.
Krispy Kreme plans to commemorate the one-day event with the introduction of the Total Solar Eclipse Doughnut, featuring a glazed treat coated in black chocolate icing, adorned with silver sprinkles, filled with a buttercream made from Oreo pieces, and topped with an Oreo cookie at its center, which will be available from April 5 through April 8. This marks the second occasion that Krispy Kreme has introduced a new doughnut tailored explicitly for a total solar eclipse event, where the brand opted to cover its original glazed doughnut with chocolate during the previous total solar eclipse in the U.S. in 2017.
Frito-Lay's SunChips is introducing a limited-time new flavor: pineapple habanero and black bean spicy gouda. According to the company, these will exclusively be available for free on SunChipsSolarEclipse.com during the 4 minutes and 27 seconds of the solar eclipse's totality duration on April 8.
Smoothie King has introduced an Eclipse Berry Blitz Smoothie, which will be available nationwide until April 8. Burger King will also participate by offering free Whoppers on that day as part of a buy-one-get-one promotion.
Eyewear brand Warby Parker prioritizes safety during the eclipse by offering free ISO-certified solar eclipse glasses at all locations while supplies last. These glasses adhere to the ISO 12312-2 international standard, as recommended by NASA for viewing solar eclipses. Unlike regular sunglasses, they are thousands of times darker and provide the necessary protection for safely observing the eclipse.
Marketing Opportunities for Brands
Koen Pauwels, associate dean of research and distinguished professor of marketing at Northeastern University, suggests that rare events like a total solar eclipse present favorable marketing opportunities for brands. He explains that such events attract widespread interest, leading people to search for related content online. For existing customers, it serves as a pleasant reminder about the brand, potentially prompting them to purchase. For instance, if someone already enjoys Krispy Kreme or SunChips, it might remind them of the product and encourage them to buy it again.
On the contrary, a newer brand with a clever connection to the eclipse presents an opportunity to attract the interest of potential customers. Pauwels suggests this could be a brief window to entice people to sample your brand. While it offers a short-term chance to gain attention, the eclipse may not significantly impact your success if your business is unrelated to the sun or moon.
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MoonPie Up For The Challenge
Tory Johnston, sales and marketing vice president at Chattanooga Bakery, Inc., acknowledges that the brand missed an opportunity during the eclipse seven years ago, admitting they did not get ahead of it and make the most of it. The eclipse is perfect for MoonPie; this time, Johnston said they are ready.
The company behind MoonPie, known for its marshmallow, graham cracker, chocolate-coated snack, was determined not to be caught off guard during this total solar eclipse and began planning an eclipse strategy several months ago to introduce limited-edition Solar Eclipse Survival Kits, which will be available at Dollar Tree stores nationwide, as well as participating Wal-Mart and Kroger stores along the path of the total eclipse in the United States. These kits feature mini-sized MoonPies packaged in unique all-black 6-count boxes, available in chocolate, vanilla, or banana flavors and a 12-count chocolate-only box.
