MoonPie Trolls Its Celestial Rival With a Sunscreen That Smells Like Marshmallow

The cheeky campaign, 'Say SPFU to the Sun,' comes from agency of record Tombras

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

Chattanooga Bakery’s snack cake brand MoonPie has spent years trolling the sun on Twitter, and that celestial rivalry ramps up this summer through a campaign from agency of record Tombras.

As the centerpiece of the program, the legacy sweet treat company has launched MoonPie Sun Bad SPF 50 sunscreen for $4.99, available at MoonPie’s four retail locations and through moonpie.com. The limited-run product dropped on June 21, the Summer Solstice.

To promote the marshmallow-scented sunscreen, Tombras created a 65-second video in the style of a ‘90s commercial that was shot at a pool in Nashville, Tenn.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in