An almost total eclipse of the sun in Western Europe this morning prompted a flurry of tactical marketing activity from brands -- particularly the circular ones.

Oreo was typically on the ball, with a digital poster in London's Picadilly Circus featuring a black Oreo cookie crossing its white circle filling, with the caption "You won't have to wait another 11 years for another one," as well as a cover wrap with "The Sun" newspaper (geddit?), all through agency FCB Inferno.

Meanwhile, Chupa Chups and BBH were inspired to create a digital version of a poster at London's Waterloo station on a similar theme, in which a Chupa Chups cola lollipop slowly crossed a lemon lollipop.

Elsewhere, Samsung and Cheil created a print, social and outdoor campaign that features its new Galaxy S6 eclipsing the sun, accompanied by the line "Next is all others eclipsed."