The Path of Totality: How Brands are Taking Advantage of the Solar Eclipse

Across the country, millions of people are traveling to see the total solar eclipse, and it’s a major branding and economic opportunity for the towns and cities in the path of totality. Texas is expected to get the biggest influx of visitors and could pocket $428 million in eclipse-related spending. Even our little state of Vermont is expecting an economic influx of up to $51.8 million and a visitor range of 52,000 to 208,000. 

Brands in the path of totality are using this celestial phenomenon to their advantage, selling branded eclipse items, executing social campaigns, and creating events to drive traffic to their physical and digital platforms. 

As a company in the path of the solar eclipse, we’ve seen it all, from branded glasses to themed beers. Take a look at these innovative campaigns and the marketing strategies behind them, and consider how you can use naturally occurring events— that you can plan for— to your advantage. 

Vermont-based brewery Lawson’s Finest Liquids partnered with ECHO, the local science and nature museum, to create this limited-time brew. Featuring a holographic can, the “Path of Totality” IPA is a “black IPA with eclipse hops.” The brand explains that the beverage “packs bitterness, roastiness, and tropical hop flavor all in one.” 

The best part? The IPA is only available in cans or on draft at Lawson’s taproom for a limited time. So, only tourists and locals that are in or around their taproom in Waitsfield for the eclipse will be able to try the themed beer. 

Lawson’s Finest Liquids’ marketing strategy includes several classic tactics. The release of this IPA plays on FOMO (the fear of missing out) and exclusivity. People love to be a part of an exclusive event; after all, that’s why a lot of people are traveling for the eclipse— to be a part of a rare event. 

Trying Vermont IPAs is already a common tourist activity, so eclipse tourists will enjoy the 2-for-1 opportunity. If someone is in Waitsfield for the eclipse and is looking for something to do, they might choose Lawson’s over other breweries because it is directly talking about the event they care about. And it’s more likely to show up in their tailored social media feed. Speaking of social media, people who end up visiting Lawson’s on or before eclipse day might take pictures of the rare cans and tap beer and post them to their social media (to give others FOMO). This is essentially free promotion for Lawson’s Finest Liquids, supplying them with valuable user-generated content.

Like Lawson’s Finest Liquids, MoonPie is using exclusivity and FOMO to play up their limited edition “Solar Eclipse Survival Kits.” 

But the purpose of this campaign doesn’t stop at FOMO. It’s a callback to a viral tweet from the 2017 solar eclipse. Seven years ago, Hostess Snacks named their Golden CupCakes the official snack cake of the eclipse on X (formerly known as Twitter). MoonPie responded with a simple “Lol, ok,” sparking thousands of retweets and getting national media coverage. 

Rather than simply releasing this new product, MoonPie created a whole campaign surrounding a fight between the Sun and the Moon. Each is represented as pro-wrestlers. The Moon dominates the match for four minutes and 27 seconds, representing the eclipse. 

Everyone likes some good competition! Playing on humor, the main message is to go out and get some MoonPies for the eclipse because the sun is about to go down. 

This device is breaking down barriers for people who are visually impaired and want to experience the eclipse. It’s called LightSound, and it’s a device that sonifies the eclipse so Blind and Low Vision community can be involved in this iconic event. 

It all started during the 2017 eclipse, when Kiki Smith felt excluded from her community because she couldn’t see the celestial phenomenon. She decided to change this experience for herself and other visually impaired people for the 2024 eclipse. So, she partnered with Harvard University astronomer Allyson Bieryla to create LightSound. 

The two women took something that people take for granted and transformed it into a brand new opportunity to do something nobody has done before. And, it’s spread across the country. 

The Vermont Association for the Blind and Visually Impaired will host “hearing parties” at several locations across the state, amplifying the LightSound devices to be heard by many people. These parties will be at the Fairbanks Museum in St. Johnsbury, the State House lawn in Montpelier, and the ECHO Center in Burlington. 

The next solar eclipse won’t occur in parts of the United States for 20 years, but that doesn’t mean you can’t find another event to be your “solar eclipse.” Think the aurora borealis, the olympics, and even presidential elections. Here’s how to plan your campaign:

Often, the news will give you a heads up about future relevant events. But don’t just watch or read the news to consume it. Watch it from a marketing perspective. Analyze each segment from a marketer’s point of view and write down any ideas that feel like they could be a great campaign. 

You don’t want your competitors to be creating the same thing at the same time. Anticipate what their creative process might be and think outside of the box. Even if your product or service is similar to others’, think of ways you can market it that will make yours stand out.

Take it one step further and offer a unique experience to play into the exclusivity of the “once in a lifetime” event. Once you get involved, people who participate in your event will likely associate your brand with an exciting experience. 

People have an innate desire to be a part of the action, especially when it’s something rare. That’s why people buy multiple versions of the same item just because they’re limited edition (we’re looking at you, Swifties). Show people your product, service, or campaign’s limited availability to spark interest. They might not buy something if it’s going to be in your store for three months, but if they only have a few days, they might be more inclined to buy it before it’s gone. 

As we’ve seen with Lawson’s Finest Liquids, MoonPie, LightSound, and more, the 2024 total solar eclipse presents a unique marketing opportunity for brands to capture people’s attention and drive engagement. By creating limited-edition products, hosting exclusive events, and developing innovative experiences, these companies have found ways to tap into the hype and excitement surrounding this rare celestial phenomenon. 

Consider these campaigns and strategies to find your next “solar eclipse.”