These companies are shooting for the moon with creative marketing campaigns celebrating this month’s solar eclipse.

The sky really is the limit — at least when it comes to marketing. In honor of the August 21 solar eclipse, during which the sun and moon will briefly align and shadow the globe in darkness, several companies have already aligned their brand strategies with the cosmos.

1. Chiquita Bananas

In a surreal, goofy advertisement, Chiquita Bananas takes credit for the solar eclipse, and then turns the sliver of sun into an anthropomorphic, dancing banana. While there’s no overt call to action offered in this spot, this audacious ad is certainly memorable.

2. Krispy Kreme

Krispy Kreme is celebrating its dark side. In honor of the few minutes when the sun disappears behind the moon, the doughnut conglomerate is adding a layer of chocolate glaze on top of their classic glaze. According to Jackie Woodward, Chief Marketing Officer of Krispy Kreme Doughnuts, “The solar eclipse is a rare occasion providing a total sensory experience for viewers across the continental U.S. Chocolate will have the same effect as we introduce a first-time chocolate glazing of our iconic Original Glazed Doughnut.”

3. Warby Parker

Using a more traditional (and lower budget) marketing strategy, this disruptive eyewear company is giving out free protective sunglasses for optimal eclipse viewing. This is a smart strategy for brand awareness, as it offers consumers something useful while also getting people in the door and talking about the company (and maybe even picking up a new pair of sunglasses in the process!). And in true Warby Parker fashion, the brand made this initiative digital by also offering downloadable pinhole projections.

4. Avocado Toast SC

Avocado toast and the solar eclipse may not seem like the likeliest pair, but this plant-based company is making it work. Releasing a new product, treat, or special limited time offer for an event is a tried-and-true marketing tactic — whether it has anything to do with the occasion itself is (mostly) beside the point.

5. Project615

This popular Nashville-based philanthropic company actually designed merchandise specifically for the solar eclipse. By tapping into a larger community (beyond their existing 58k Instagram followers) using the #solareclipse2017 hashtag, Project615 widened their audience, while also creating competition for the limited-edition apparel.

Want to see more innovative marketing strategies? Check out these 10 companies that went above and beyond the billboard with their creative campaigns.

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