MoonPie Created a Solar Eclipse Survival Kit
Laura McQuarrie — March 27, 2024 — Marketing
References: prnewswire & lbbonline
MoonPie's Solar Eclipse Survival Kit is launching for the 2024 solar eclipse, sharing chocolate, vanilla or banana mini MoonPies to sweeten the experience of viewing an awe-inspiring cosmic event.
The last solar eclipse happened in 2017 and MoonPie went viral on Twitter for clapping back at a post by another snack brand declaring itself "the official snack of that eclipse." Knowing that this cosmic event is a huge marketing opportunity, the brand assembled a limited-edition Solar Eclipse Survival Kit to commemorate the 2024 solar eclipse.
"It's the day the moon wins, and the sun goes down!" Tory Johnston, VP of sales and marketing at Chattanooga Bakery, Inc., parent company of MoonPie, said in a press release, "So we wanted to make something that got people as excited about the eclipse as we are."
The last solar eclipse happened in 2017 and MoonPie went viral on Twitter for clapping back at a post by another snack brand declaring itself "the official snack of that eclipse." Knowing that this cosmic event is a huge marketing opportunity, the brand assembled a limited-edition Solar Eclipse Survival Kit to commemorate the 2024 solar eclipse.
"It's the day the moon wins, and the sun goes down!" Tory Johnston, VP of sales and marketing at Chattanooga Bakery, Inc., parent company of MoonPie, said in a press release, "So we wanted to make something that got people as excited about the eclipse as we are."
Trend Themes
1. Personalized Cosmic Experiences - Brands are creating customized kits to enhance the unique moments of cosmic events, like solar eclipses, through curated snacks and accessories.
2. Social Media Clapbacks Influence Branding - Companies leverage social media disputes and witty replies to boost brand visibility and engagement, exemplified by MoonPie's viral Twitter interaction during the 2017 eclipse.
3. Limited-edition Niche Marketing - Businesses are tapping into niche markets and limited-time offerings tied to significant events, such as MoonPie's strategic launch of a Solar Eclipse Survival Kit for the 2024 eclipse.
Industry Implications
1. Snack and Confectionery - In the snack and confectionery industry, there's an opportunity to create themed snack kits that cater to special occasions and celestial events, driving consumer interest and engagement.
2. Social Media and Marketing - The social media and marketing sector can explore the impact of clever social media interactions and clapbacks on brand reputation, using viral moments like MoonPie's Twitter response during the 2017 eclipse as a case study.
3. Event Promotion and Merchandising - Event promotion and merchandising industries can innovate by offering limited-edition products tailored to specific occasions, like providing exclusive survival kits for upcoming celestial phenomena, creating buzz and loyalty among consumers.
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