Solar eclipse 2024—brands’ celestial celebrations from SunChips to MoonPie

On Monday, April 8, millions of Americans will look to the sky (hopefully through special glasses) to gaze upon a rare phenomenon: a full solar eclipse. While the last total solar eclipse in the U.S. happened in August 2017, the next one set to be visible in the contiguous U.S. won’t be until August 2044 in Montana and North Dakota. The next coast-to-coast eclipse is slated for 2045, according to NASA. Here’s how some brands are celebrating the out-of-this-world historical moment. Also read: Top 5 creative campaigns from the past week Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here Krispy Kreme Here’s one eclipse you won’t need protective eyewear for. Krispy Kreme will sell a Solar Eclipse doughnut starting today (April 5) through Monday. The doughnut base is Krispy Kreme’s original glazed, which is then dipped in black chocolate icing with silver sprinkles, piped with buttercream made with Oreo crumbs, and has a whole Oreo placed in the center. The limited-edition release marks the second time Krispy Kreme has offered an eclipse-themed doughnut. For the 2017 total solar eclipse, the chain “eclipsed” its original glazed doughnut in chocolate glaze. In 2021, Krispy Kreme made a limited-edition Mars doughnut to mark NASA’s Perseverance rover landing on the planet. McDonald’s McDonald’s is bringing space closer to home with the addition of another of its new space-themed spinoff restaurants, CosMc’s, in Texas. The beverage-oriented outpost will open in Arlington, Texas, in the path of the solar eclipse. Two of the small-format restaurants already opened in Texas, including one in the Fort Worth suburb of Watauga, after CosMc’s December debut in Bolingbrook, Illinois. CosMc’s will host a watch party of the eclipse, where McDonald’s will have free eclipse glasses, samples of CosMc’s menu items and CosMc’s branded giveaways. DJ SheReal will be spinning beats with DJ Rob, and there will be food trucks. Also read: How McCann is expanding AI’s role in the creative process Pizza Hut Best snack to watch an eclipse? A round pizza pie, of course. Pizza Hut is offering large pizzas for $12 on Eclipse Day in what it’s calling “Total Eclipse of the Hut.” SunChips Perhaps it’s time to add SunChips to your list of iconic mashups, right up there with the sun and the moon and Ariana Grande x Cassie mashup making the rounds on TikTok. SunChips Solar Eclipse Chips are indeed a limited-edition flavor mashup—they’re only set to be available for purchase during the 4 minutes and 27 seconds of the solar eclipse’s total duration. The limited flavor combines SunChips Pineapple Habanero and Black Bean Spicy Gouda and will be for sale online beginning at 1:33 p.m. CT on April 8, as the eclipse casts its shadow over U.S. soil. Customers will have just under five minutes to get the new flavor at SunChipsSolarEclipse.com. SunChips plans to activate on social media during the event with playful messages directed at the moon encouraging the sun to journey across wheat fields in Missouri. SunChips will also donate $50,000 to the PepsiCo Foundation’s Food for Good U.S. social enterprise, which delivers meals for youth in learning environments including schools, after-school and summer programs. MoonPie As we reported earlier, MoonPie is framing this year’s eclipse as Sun vs. Moon ’24, a WWE-worthy wrestling smackdown between the two celestial orbs. A series of videos take place ringside, with a couple of buffoony announcers calling the action. The snack-pie brand is also selling a limited-edition “Solar Eclipse Survival Kit” featuring MoonPie minis, available in chocolate, vanilla or banana. A version of the kit available online includes four chocolate mini MoonPies along with two pairs of MoonPie-themed eclipse glasses in black packaging with the phrase “Get Mooned on 4.8.24.” Warby Parker x Delta The eyewear brand has been giving away giving away ISO-certified solar eclipse glasses at all stores since April 1. “As avid supporters of sharp vision, we want to make sure you have everything you need to safely witness this celestial spectacle,” the brand stated. Warby Parker has also partnered with Delta Air Lines, which is offering the free glasses to travelers visiting select Delta Sky Clubs in Austin, Dallas, Cincinnati, Indianapolis and Detroit. Delta SkyMiles members can also get 10% off their next pair of eyeglasses or sunglasses at Warby Parker with the code WARBYLOVESSKYMILES. Smoothie King From March 27 to April 8, Smoothie King is selling a new Eclipse Berry Blitz flavor. Customers who visit a Smoothie King location within the path of the eclipse will also receive a pair of branded eclipse glasses with the purchase of an Eclipse Berry Blitz smoothie. Blue Moon Only approximately 10% of the U.S. population lives in the path of the solar eclipse, but Blue Moon wants everyone to enjoy the “glow” that comes from specks of sunlight that shine around the edges of the moon during the event. So, on March 28, the brand introduced Blue Moon Eclipse Sips kits, which contain glow-in-the-dark commemorative merchandise and additives to make beer glow. The kits, available for purchase while supplies last, include: The campaign is the first to come out of Blue Moon’s “Made Brighter” brand platform, launched a week ago. TeaPot TeaPot, a Canadian cannabis-infused iced tea from Boston Beer, will host a “SkyHigh” viewing tea party on the day of the eclipse from a private suite in Toronto’s CN Tower. The party in the 553.3-foot-high communications and observation tower will feature: Go RVing Go RVing’s anticipation of the solar eclipse took a humorous spin on April Fools’ Day when the company announced (fake) RV-Clipse Solar Glasses—a pair of giant eclipse glasses made to fit your RV. It’s a once-in-a-20-year chance to safely stare directly at the sun while relaxing in your recreational vehicle. Also: How brands celebrated April Fools’ Day Days Inn by Wyndham There are many exciting, bold ways to watch thie solar eclipse—from a mountain peak, on a roof, on a boat ride … Imagine the bragging rights you could earn if you captured it from a helicopter. Days Inn by Wyndham launched a sweepstakes in February that allows two adventure-seeking friends to capture the 2024 total solar eclipse from a private helicopter following the path of the eclipse (along which there are over 260 Days Inn locations) and share it on social media. Participants had to submit a 200-word written entry, an original sun photo and a photo of their duo by March 5. The winners will receive: Check out the latest Ad Age events and award programs

Solar eclipse 2024—brands’ celestial celebrations from SunChips to MoonPie

Featured Stories

Latest News

See More in Brand Marketing