Cakes, smoothies, pizza, MoonPie, glasses – brands go out of this world with solar eclipse-themed goodies

New York
CNN
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Vendors of cakes, pizza, smoothies, potato chips and one perfectly named, heavenly-inspired snack — MoonPie — look in. Total solar eclipse As a marketing mine, albeit in the short term One. They make eclipse-themed offerings to celebrate the day the moon will cover the mighty sun in darkness next week.

On Monday, April 8, millions of people will witness a rare total solar eclipse as it passes by Mexico, the United States and Canada. As hype builds around this exciting event, brands are rushing to capitalize on its importance with some fun and timely puns.

For starters, Pizza Hut will be giving its customers a “Total Eclipse of the Hut” deal on the day of the eclipse, offering any large pizza for $12.

Krispy Kreme will celebrate the one-day event with a “Total Solar Eclipse Donut,” a glazed treat dipped in dark chocolate with silver sprinkles, filled with Oreo buttercream frosting and featuring an Oreo cookie in the middle. The newest eclipse-themed donut will be available April 5 through April 8.

This is the second time Krispy Kreme has created a new product tied to a total solar eclipse. And back in 2017, during the last total solar eclipse in the United States, the brand used chocolate to cover the original glazed cake.

Rare phenomena, such as a total solar eclipse, can be a good marketing opportunity for brands, said Quinn Bowles, associate dean, research and distinguished professor of marketing at Northeastern University.

“A lot of people are interested in it, and may even look it up online. For existing customers, this can provide another great reminder about the brand. “If I already like Krispy Kreme or SunChips, it's a fun reminder that I love the product but haven't eaten it in a while. Let me buy it.

Frito-Lay's SunChips unveils new flavor for a limited time – Pineapple Habanero & Spicy Black Bean – On April 8th. The flavor will only be available for free at SunChipsSolarEclipse.com During 4 minutes and 27 seconds of the total solar eclipse, The company said.

On the other hand, for a relatively new brand that has a clever association with the eclipse, it's a way to grab the attention of potential customers.

“This may be your short-term opportunity to get people to try your brand,” Pauwels said. “In the short term, it's a great opportunity. In the long term, if your business has nothing to do with the sun or the moon, it's not really going to help you.”

Elsewhere, Smoothie King has created the “Eclipse Berry Blitz Smoothie,” which is available until April 8 nationwide and will feature Burger King Free fillings On that day in a buy one get one offer.

Eyewear brand Warby Parker He wants people to watch the eclipse safely. So he gives up the road for free, ISO certified Solar eclipse glasses at all locations, while supplies last. NASA Recommends wearing a set of eclipse glasses that are compatible with ISO 12312-2 The international standard when viewing any solar eclipse. These are not ordinary sunglasses but are thousands of times darker than standard sunglasses.

The maker of MoonPie — the popular marshmallow, graham cracker, and chocolate-covered snack — decided to go unprepared during this total solar eclipse. I started preparing the eclipse strategy several months ago.

Chattanooga Bakery, Inc. to limited edition “solar eclipse survival kits” available at Dollar Tree stores nationwide and at participating Wal-Mart and Kroger stores along the path of totality in the United States. Solar Eclipse mini mooncakes come in 6-piece boxes in black for the first time, in chocolate, vanilla or banana flavors, and a 12-piece chocolate box only.

“It's the day when the moon rises and the sun sets! We wanted to make something that gets people as excited about the eclipse as we are,” said Tori Johnston, vice president of sales and marketing for Chattanooga Bakery, Inc.

The family-owned company dates back to 1902. Johnston said the MoonPie brand began in 1917. “We're one brand, one family business. It's quite a unicorn. We're fifth generation and that's all we do,” he said, adding that One million mooncakes are made daily.

Johnston admits the brand hasn't given much thought to the eclipse seven years ago and how to capitalize on it. He said: “We did not anticipate the matter and did not benefit from it.”

“The Eclipse was designed specifically for MoonPie, and we are ready this time,” he said.