Brands Leverage Solar Eclipse To Forge Lasting Consumer Bonds: Globaldata
Food and beverage companies will see a huge promotional opportunity during the total solar eclipse happening across North America today (April 8, 2024), according to GlobalData
Some food retailers are taking advantage of this special occasion to introduce new flavours or promote them on social media.
SunChips plans to release the special flavor only within four minutes of use.
MoonPie is currently selling a ‘Total Eclipse Survival Kit’ with eclipse glasses.
Katrina Daimonan, the food analyst at GlobalData, said, “Some think brands are just using this as an excuse to launch exotic flavors or focus on social media.
But this eclipse is a rare and spectacular event that will unite millions of Americans.
A special moment that goes beyond our differences. So, it’s no surprise that companies want to be a part of it.”
Experiential branding
Daimonon added that people like products that offer more than just the product they buy. “It’s like when brands focus on creating a customer experience, not just a product,” he said.
A survey conducted by GlobalData found that the majority of people worldwide (64%) feel the need for a new experience when making a purchase.
This suggests that people value experiences more than just possessions because experiences create pleasant emotions and memories.
Diamond said, “Now, the big question is how can brands maintain this interest and get people to buy their products?
It’s not just about the eclipse, but the emotions it brings. Brands that allow people to feel connected through experiences stick with people even after the sun comes back out.”
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