As the world prepares for a total solar eclipse, the rare astronomic phenomenon has also presented consumer brands with the chance to align themselves with the major event and leverage the immense consumer excitement around it. For most brands, generating short-term attention and buzz is the objective, but there is also a real opportunity to dominate social discourse and earn consumer adoration long after the moon finishes its transit, says GlobalData, a leading data and analytics company.

On Monday 8 April 2024, a total solar eclipse will cross North America, and viewers will be able to witness three celestial spheres – the sun, moon, and Earth – line up partially or fully depending on their location.

The potentially once-in-a-lifetime cosmic event has captured the imagination of not only skywatchers but global citizens in general – which food and beverage companies have inevitably seen as a major promotional opportunity. Aptly named snack brands have doubled down on their fitting names; SunChips will unveil a limited-edition flavor exclusively during the 4-minute window of the eclipse, while MoonPie promoted a “Total Eclipse Survival Kit” that includes solar eclipse viewing glasses.

Katrina Diamonon, Principal Analyst of Food and Foodservice at GlobalData, comments: “This can easily be perceived as an excuse for brands to launch a wacky flavor or engage in an opportunistic social media stunt to go viral. But this is a genuinely rare and wondrous occurrence that will serve as a bonding experience for millions of Americans. It is a unique moment that transcends the social and political divides that have characterized the country of late. It is no wonder that brands would strive to be a part of this.

“It is also evident that consumers value products that are aligned with enjoyment beyond the actual product itself. It is a version of experiential branding whereby brands focus on the overall experience that the consumer is interested in, rather than just the product features and attributes.”

A survey* conducted by GlobalData found over six-in-10 (64%) consumers globally consider new experiences associated with product purchases to be either “essential” or “nice to have” when making a purchase decision, reflecting the perceived benefits of experiences over possessions, including emotional fulfilment and lasting memories.

Diamonon concludes: “The key question then becomes to what extent can brands build on this excitement and goodwill and translate this into long-term consumer advocacy. Tapping into the significance of the eclipse – beyond its scientific relevance – is important. This celestial event is unifying and connecting people in ways that few can, and brands that are able to celebrate the power of shared experiences are most likely to resonate with consumers once the sun reappears.”

*GlobalData 2023 Q4 Consumer Survey – Global, published in December 2023, sample size – 21,000.