Warby Parker, Delta, Krispy Kreme, SunChips, Moon Pie Take Advantage Of Eclipse

The Great North American Solar Eclipse day is finally here for those near the “line of totality,” and brands are getting on board.

Warby Parker is expanding its activities announced last month by offering ISO-certified solar eclipse glasses to Delta Air Lines travelers visiting select Delta Sky Clubs in Austin, Dallas, Cincinnati, Indianapolis and Detroit.

The partnership between the brands includes a discount for non-solar glasses. Consumers can use the code WARBYLOVESSKYMILES for 10% off their next pair of eyeglasses or sunglasses.

Rare phenomena can be a marketing opportunity for brands, said Koen Pauwels, associate dean, research and distinguished professor of marketing at Northeastern University.



“Lots of people are interested in it, they may be searching for it online. For existing customers it can give another cool reminder about a brand,” Pauwels tells CNN Business. “If I already like Krispy Kreme or SunChips, it’s a fun reminder that, oh I like the product but haven’t eaten it in a while. Let me buy it.”

There is no shortage of brands offering deals tied to the planetary event. Some are reprising activations from the total solar eclipse in 2017 that affected a different swath of the country. 

Back in 2017, Krispy Kreme used chocolate to cover its original glazed doughnut. This time, the brand will mark the event with a glazed doughnut again dipped in black chocolate icing -- but this time with silver sprinkles, piped with a buttercream made with Oreo pieces and featuring an Oreo cookie in the center.

SunChips is giving away special flavors of chips, but only for a very brief period. 

“The brand, produced by Frito-Lay, is partnering with astronaut and researcher Kellie Gerardi to bring a unique flavor to fans: Solar Eclipse Limited-Edition Pineapple Habanero and Black Bean Spicy Gouda,” according to Fox Business Network. "You will only have 4 minutes and 27 seconds (estimated duration of the solar eclipse's totality) to get your hands on the chips, according to the release. NASA reports the longest duration of totality to be 4 minutes, 28 seconds, the agency's website says.”

One Texas city is baking the “world’s largest moon pie” to celebrate the occasion. 

“The public will get a chance to try a slice at Total Eclipse in the Park, a viewing event put on by Irving, a city over 200 miles north of Austin,” according to theAustin American-Statesman. The event is set to eclipse “all the rest, giving visitors and residents alike the opportunity to not only experience four solid minutes of totality, but also get a slice of the World’s Largest Moon Pie.”

Moon Pie fans near the line of totality can purchase a solar eclipse survival kit online or at participating Dollar Tree and Walmart locations. The boxes include four chocolate, vanilla, or banana mini Moon Pies and two pairs of solar eclipse glasses. 

The brand and Knoxville-based ad agency Tombras has created a "Sun Vs. Moon" commercial to promote the offering, according to Knox News.

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