Solar eclipse hits the US: Brands are having fun with it

By Haley Velasco | Freelance journalist

August 21, 2017 | 8 min read

With the solar eclipse of a lifetime taking over the US on Monday, brands got in on the action with quippy social media posts that work with the solar event. From bananas to mattresses to black and white cookies, creatives are having some fun with the event that millions watched across the country on a variety of social media platforms.

Slim Jim

Playing with the path of totality, Slim Jim draped a salty snack across the US in the same path that the eclipse took and used it for social. They wrote, “Is it us or does the path of totality resemble the perfect road trip snack? #Eclipse2017


Lipton got creative with their hashtag, #ECLIPTON. The brand, with help from Design Bridge New York created a social media campaign for the brand to celebrate by placing the Lipton logo on the sun as it eclipses.

Door Dash

DoorDash, the on-demand restaurant delivery service, got into the eclipse spirit by offering free cookies during the eclipse. The brand wrote on their website that, “For those of you living in NYC, the Bay Area, LA, Boston or DC — aka not directly in the 67-mile path of the total eclipse … we got you covered with free Half Moon Cookies on Monday between the hours of 2 – 4 p.m. local time.”

Jack in the Box

Jack in the Box, one of the nation’s largest hamburger chains, with more than 2,200 restaurants in 21 states and Guam, created PROJECT: MOON HAT – an initiative to place a 2,000-mile-high, 1,000-mile-wide version of Jack’s iconic hat, on the moon, with help from creative agency David&Goliath. The goal was to raise money that would be donated to No Kid Hungry to help end child hunger in America.

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“In everything that we do, we want to ensure that we approach it the Jack in the Box way, with out-of-the-box thinking and a fresh perspective,” said Iwona Alter, Chief Marketing Officer at Jack in the Box. “We view our partnership with No Kid Hungry this same way. While we’ve been a partner with the organization for years, Project Moon Hat was a way for Jack in the Box to showcase that moving the needle on ending child hunger takes big thinking - and even bigger action.”

Cracker Barrel

The brand created its own solar eclipse day tweet with a "Bisclipse." Yes, that's a biscuit eclipsing the sun instead of the moon.


Denny's poked some fun at the other brands that were using the eclipse to attract fans. By being a little snarky, the diner chain pointed out how much a pancake really does look like an eclipse.


Known for its bananas and it's catchy song, Chiquita amped up its social for the big event. Through a partnership with Funny or Die, they created a Facebook“livestream” of the banana sun. “From debuting our iconic Blue Stickers in 1944 to introducing the world to Miss Chiquita, we’ve always aimed to drive Chiquita’s message of fun through vibrant and light-hearted visual storytelling,” said Chiquita Brands International’s president and chief executive Andrew Biles in a statement. They also created a new version of the Chiquita Banana song to accompany the eclipse.

J.Crew Factory

Need some new digs? J.Crew Factory is doing it big with a 50% off sale if shoppers use the code “ECLIPSE” at checkout on eclipse day. Nothing like cashing in on some new outfits.


Casper, which is working to reinvent how Americans buy their mattresses, created its own eclipse watch spot — in Casper, Wyoming nonetheless. The brand posted that, “Camp Casper is officially open in Casper, WY. It's the ultimate eclipse viewing experience complete with flashlight tag, BBQ, boats, and of course, Casper mattresses.”

“Mystery Science Theater 3000”

The show, which had its 11th season shown on Netflix, has ditched its usual evil scientists and robots to focus on the eclipse.

Planned Parenthood The nonprofit which provides reproductive health care got in on the eclipse fun. They encouraged their Twitter followers to enjoy the main event.


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