As the total solar eclipse set to darken skies across North America on Monday approaches, businesses are capitalizing on the opportunity to promote special eclipse-themed products and events. From snacks like a limited doughnut-cookie creation from Krispy Kreme and Oreo, to a “Blackout Slush Float” from Sonic Drive-In, companies are finding creative ways to tie in with the celestial event. Frito-Lay’s SunChips has even released a new flavor that will only be available during the nearly 4 and a half minutes of totality. MoonPie has launched a “Sun vs. Moon” campaign, offering an “eclipse survival kit” and airlines like Southwest and Delta have advertised eclipse-viewing flight paths.
Local vendors and towns along the path of totality have been preparing for the influx of tourists for years, offering a variety of eclipse-related merchandise and experiences. There are eclipse safety glasses, T-shirts with clever slogans, and other astronomical souvenirs available for purchase. Some businesses are offering eclipse-themed beer, specialty dining packages, and watch parties at amusement parks, wineries, and zoos to cater to the crowds. The anticipation and excitement surrounding this rare event has inspired a variety of marketing efforts to engage consumers.
This is not the first time companies have taken advantage of a total solar eclipse for marketing purposes. During the last total solar eclipse visible in the U.S. in 2017, many companies seized the opportunity to promote special products and experiences. Krispy Kreme, for example, offered limited-edition chocolate glazed doughnuts for the 2017 eclipse, which have made a return since then. However, this year’s “Total Solar Eclipse Doughnut” may not have a comeback, as the chain is instead focusing on the Krispy Kreme-Oreo combo set to be available from Friday through Monday. The trend of tying marketing campaigns to rare celestial events like solar eclipses continues to be a popular and successful strategy for companies looking to attract consumers.
With the upcoming total solar eclipse generating significant public interest and excitement, businesses big and small are finding ways to participate in the event. Airlines are advertising special eclipse-viewing flight paths, while local vendors along the prime path of totality are offering a range of eclipse-themed merchandise and experiences. From eclipse safety glasses to eclipse-themed beer, the opportunities for businesses to engage with consumers during this unique event are diverse and plentiful. The anticipation and preparation for the total solar eclipse demonstrate the ability of businesses to seize upon rare spectacles to drive consumer engagement and sales.
As the total solar eclipse approaches, businesses are finding creative ways to tie in with the celestial event, from special products to unique marketing campaigns. Companies like Krispy Kreme, Sonic Drive-In, and Frito-Lay’s SunChips are offering limited-edition items for the eclipse, while MoonPie has launched a themed campaign with an “eclipse survival kit.” Airlines are providing eclipse-viewing flight paths, and local vendors along the path of totality are offering a variety of eclipse-related merchandise and experiences. The excitement and anticipation surrounding the total solar eclipse have created opportunities for businesses to engage with consumers and drive sales, showcasing the power of marketing tied to rare events like this.
