…and launches a limited edition, Solar Eclipse Survival Kit.
Snack food is fun. And nothing is more fun than a brand being provocative. MoonPie, the brand that blew up the internet in 2017 after a solar eclipse-themed Twitter feud with the snack cake brand that rhymes with hostess, has a new antic for total solar eclipse on April 8 – the first total eclipse since 2017.
During the 2017 total solar eclipse, MoonPie’s astronomical showdown with Hostess Snacks went mega-viral after Hostess proclaimed its Golden CupCakes the official snack cake of the eclipse. MoonPie’s five-letter burn, Lol ok, caused an internet field day garnering hundreds of thousands of retweets and national media coverage.
This year, agency, Tombras, has dreamed up a wild challenge for MoonPie in its second round as the official snack of the solar eclipse (as the brand said before, “who says you can’t sponsor a celestial event”). The brand is pitting the Sun against the Moon in a cosmic rematch billions of years in the making.
In the hero film, shot in the style of a pro wrestling trailer, two wrestlers portray the Sun and Moon. The Sun appears from behind a curtain accompanied by on-screen stats such as his age (4.6 billion), height (tall as heck) and alter egos (Big Dumb Ball of Fire). Then the Moon appears, taunting the sun and foreshadowing the Moon’s dominance during the 4 minutes and 27 seconds of the eclipse.
The message is clear – go out there and get some MoonPies for the eclipse, because the sun is about to go down. Translation: Buy the limited edition Solar Eclipse Survival Kit, the must haves for eclipse watching parties, available in chocolate, vanilla or banana mini MoonPies. An online-only version of the kit includes four chocolate mini MoonPies along with two MoonPie-themed eclipse glasses, in black packaging with the phrase “Get Mooned on 4.8.24.” In addition to the hero film, three Promo videos – Demonstration, 4 Minutes and 27 Seconds, and Solar Eclipse Survival Kit – are launching across social media channels on the days leading up to the eclipse, serving as reminders to grab MoonPies and get ready for Brutality in the Totality.
Dooley Tombras, president of Tombras, commented, “What brand other than MoonPie would be capable of doing an Outta This World takedown of the sun? The eclipse is MoonPie’s Super Bowl; we had to go all out.”
Watch the 2017 Twitter feud:
