As the rare total solar eclipse approaches on April 8th, various food brands are jumping on the trend to create eclipse-themed products and deals. Pizza Hut is offering a special deal on large pizzas called the “Total Eclipse of the Hut” for $12, while Krispy Kreme is introducing a special “Total Solar Eclipse Doughnut” dipped in black chocolate icing with silver sprinkles and an Oreo cookie in the center. Frito-Lay’s SunChips is releasing a limited-time flavor available only during the duration of totality on their website.
Marketing experts see the eclipse as a valuable opportunity for brands to engage with customers and attract new ones. Koen Pauwels, a marketing professor at Northeastern University, believes that rare occurrences like the total solar eclipse can serve as a fun reminder for customers to engage with brands. Additionally, new brands can use tie-ins to the eclipse as a way to capture attention and gain customers. Smoothie King and Burger King are among the companies offering eclipse-themed products and deals to capitalize on the event.
Eyewear brand Warby Parker is taking a different approach by giving away free ISO-certified solar eclipse glasses to encourage safe viewing of the eclipse. NASA recommends using eclipse glasses that comply with the ISO 12312-2 standard to protect eyes while viewing the eclipse. Other brands like MoonPie have been preparing for the eclipse for months, offering limited-edition “Solar Eclipse Survival Kits” with specially colored MoonPies available at Dollar Tree, Walmart, and Kroger stores along the path of totality.
Chattanooga Bakery, Inc., the maker of MoonPie, has been planning for the eclipse for months to ensure they don’t miss out on the marketing opportunity. The family-owned business has been operating since 1902 and the MoonPie brand was established in 1917. The company sees the eclipse as a perfect opportunity to excite customers and create a unique product offering that aligns with the celestial event. With a million MoonPies made daily, Chattanooga Bakery, Inc. is ready to take advantage of the eclipse hype this time around.
