??Solar Eclipse Marketing + The Deal With Private Labels

Welcome, everyone! For this month’s issue, we’re looking at brands’ creative solar eclipse celebrations and a hot topic in the food and bev industry: private labels. Ready to gaze at the trends worth flagging?

Rises to the Top

This month, the stars (well, the sun and moon) aligned to create a celestial feast for marketers. The April 8th total solar eclipse offered a golden opportunity for brands, particularly in the food and beverage industry, to get creative and engage with consumers. And why not? Nothing drives excitement – and impulse purchases – like a well-timed limited-edition offering.

Let’s put on our eclipse glasses one more time for a peek at this year’s biggest wins, all of which prove that the best experiential marketing is all about creating a tangible connection between product and event.?

?? Krispy Kreme and Oreo teamed up for a limited-edition Total Solar Eclipse Doughnut , featuring a chocolate-dipped doughnut filled with Oreo-spiked buttercream – a delicious (and visually relevant) way to celebrate.

?? Moon Pie had a lot to live up to this year. Who can forget the brand’s iconic 2017 jab at Hostess ? This time around, Moon Pie took things in an even goofier direction with a WWE-themed Sun vs. Moon “solar eclipse smackdown”: Brutality in the Totality . They also offered Eclipse Survival Kits, which included mini Moon Pies and eclipse glasses.

?? Sun Chips launched Solar Eclipse Chips – a combination Pineapple Habanero and Black Bean Spicy Gouda flavors – with a clever catch: The bags were only available for purchase during the duration of the eclipse – 4 minutes and 27 seconds, to be exact.

?? “As avid supporters of sharp vision, we want to make sure you have everything you need to safely witness this celestial spectacle.” That’s very sweet of you, Warby Parker ! Appreciate the free glasses.

?? Were you drunk on eclipse mania or just, you know, drunk-drunk? Blue Moon hoped for a little bit of both with its special edition Eclipse Sips , a kit that included branded pint glasses, blacklight coasters and flashlight, and “Moon Dust,” which you put in your beer to make it “shimmer and glow,” all packed in a glow-in-the-dark commemorative box. Cheers!

The next eclipse isn’t coming until August 2026 and won’t be visible from North America, but it’s never too early to start planning to grab a slice of the $6 billion eclipse economy .

On Our Radar

As you stroll through your local Costco or Walmart grocery aisle, have you ever wondered where Kirkland’s Signature Coffee comes from (Starbucks ) or who is behind the scoop of Great Value’s ice cream (Wells Dairy )? Recently, Walmart announced their new “bettergoods” line and and Trader Joe's is under flack for "copycat" private labeling, which has us questioning: Should CPG brands opt in?

Private labeling can hold significant pros and cons for outside food brands, especially those wanting to get space on grocery shelves. Therefore, we’ve listed some rewards, as well as risks, for CPG brands to consider when exploring the business venture:

·????? Reward: More profits = Room for innovation

It’s no secret private labeling can increase a brand’s profits as private label sales have soared to $236 billion in revenue, according to Grocery Dive . If a brand’s private label does well, it cannot only bump up its profit margin, but the company can utilize those funds to expand innovation into their own branding and products.

·????? Risk: Decreases exposure of your OG brand

This risk is perhaps the most obvious one, however, we must keep in mind that while a private label partnership could drive increased sales, recognition of your own brand might start to slip as consumers reach for a grocery-branded product, like a Whole Foods 365 item, rather than giving love to your own product.

·????? Reward: Allows room to undercut competitor pricing

Brands can experience a significant financial undertaking when introducing a new product to shelves, forking out costs related to marketing and packaging design. Considering these factors, it should be noted private labels already have these elements set in stone, allowing grocery stores to reduce the price and undercut competition in similar spaces. With the rise of food inflation, this gives reason for consumer demographics like Gen Z to become the “private label generation ” and become dedicated buyers. A 2023 Food Industry Association report offers proof to this, stating 54% of shoppers plan to buy “much more” or “somewhat more” private-label brands like Kirkland or Walmart in the future.

·????? Risk: Hinders brand growth by taking over manufacturing space

In most cases, suppliers of a private label will require a minimum order for other brands to fulfill within the contract of their partnership. While receiving shelf space and increasing profits could seem enticing for small or medium-sized brands, they also risk losing manufacturing space to produce original products as their company grows in popularity.

Weekend Reads

·????? Speaking of private labels: Here’s a fascinating look at Amazon’s quest to take down Trader Joe’s with its own line, Wickedly Prime . (Dana Mattioli: WSJ)

·????? “I think the problem of phones at the table is one of those few rules that transcend class, countries, and culture. It offends something at our very core.” Does Gen Z care about table manners ? Does your phone eat first? (Clare Finney: Vogue)

·????? This is your brain: ?? This is your brain on ultra-processed foods: ?? Yikes, scientists ! (WSJ)

·????? Here’s Exactly How Many Bubbles Are in Glass of Champagne . You’re forgiven, scientists. ?? (Stacey Leasca: Food & Wine)

·????? She’s got legs! Mattel and Heinz Team Up to Release ‘Barbiecue’ Sauce , and yes, it’s pink. (Mattel)

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Catch you on the flip side,

The Maxwell Crew

P.S. One more for the experiential marketing files! At this year’s Coachella, beloved prebiotic soda brand Poppi debuted a new Lemon Lime flavor with an immersive Poppi House – and made waves with a marketing strategy focused on a single influencer .