With the solar eclipse demanding attention all over North America, a few key brands are looking at the world through UV-protected glasses, and tapping the cultural and astronomical phenomenon.
KFC Canada
Yum! QSR brand KFC Canada is looking to the skies for inspiration. It’s prepared for the event with digital billboards in the Niagara region featuring a KFC bucket designed to look like the sun (pictured above). The Niagara region is a prominent haven for eclipse-chasers.
As Courage founder and chief creative officer Joel Holtby puts it, “No sunglasses required.”
Specsavers
Eyecare and eyewear provider Specsavers tapped an auditory rather than visual medium for the event, publishing “Eclipse Mix,” a playlist of eclipse-inspired songs.
The mix includes thematically-related classics like Bonnie Tyler’s “Total Eclipse of the Heart” by Bonnie Tyler and “Blinding Lights” by The Weeknd.
The brand says its aim is to help Canadians make this once in a lifetime event even more memorable, while reminding them to keep their eyecare top of mind.
Blue Moon
Molson Coors’ astronomically-named brand, Blue Moon, has moon dust and black light coasters in time for Monday’s eclipse. The specially timed coasters are for people who don’t have it in them to travel to catch the perfect view, the company’s North American CMO Sofia Colucci says.
TeaPot
Cannabis-infused iced tea brand, TeaPot, has placed a pair of solar eclipse glasses in the latest issue of weed lifestyle publication, KIND Magazine. Interested parties above the age of 19 can simply stop at any local dispensary and grab the latest free issue to get their pair, and view the eclipse.
On Monday during the eclipse, TeaPot is also hosting a Sky High Tea Party: an experience at Toronto’s CN Tower observation deck to celebrate the launch of TeaPot’s latest beverages: CBD Good Day Lemon Black Tea and Good Evening Blackberry Rooibos Iced Tea.
The CPG also sent a pair of eclipse-safe glasses to influencers who are outside the GTA to ensure they are prepped and can have their own ‘Teaclipse’ viewing party.
Playbook Co. is handling event design and execution, with Arrivals + Departures leading social strategy and Craft Public Relations leading media and influencer engagement.
Royal Canadian Mint
Just like the Eclipse, the Royal Canadian Mint is showing off how its “Signs of the Zodiac” coin also celebrates a coming together of the Sun and the Moon.
McCann Canada is behind the initiative.
