Brands including Chiquita and Corona are trying to cash in on one of the biggest natural phenomena of our time

Everyone from Denny's and Dunkin Donuts to Royal Caribbean and Volvo are attempting to get in on the action. But Royal Caribbean, Warby Parker and The Weather Channel are ahead of the curve, and have been seeing the most engagement from their eclipse-themed promotions, according to

Royal Caribbean, for example, is offering a one week cruise during which Bonnie Tyler will sing her 80's hit song "Total Eclipse of the Heart" during the actual Eclipse, while Warby Parker released a music video of "Total Eclipse of the Heart," rewriting the lyrics to explain the solar eclipse. It is also offering free solar eclipse glasses at all of its 57 locations.

"The early brand winners of the solar eclipse had been Royal Caribbean and Warby Parker, in large part because both companies recognized the marketing value in a 34-year-old pop song," said With so many brands competing for the audience’s attention around the eclipse in such a condensed period of time, understanding what associations are connecting is key."

Here's a look at what Warby Parker, Royal Caribbean and other advertisers are doing for the eclipse:

Chiquita

The banana company is working with viral video maker Funny or Die to put the banana front and center of a playful eclipse-themed marketing campaign. You're likely to never look at the sun the same way again.

Chiquita | Prelude to the Banana Sun

Warby Parker

Warby Parker (like most other retailers) is nearly sold out of its specialty glasses due to extremely high demand. So, the brand is teaching people how to make their own eyewear to watch the eclipse safely. The retailer also has a section dedicated to the eclipse on its website, replete with a countdown timer.

Solar Eclipse of the Heart

Royal Caribbean

Royal Caribbean is taking the eclipse to another level, getting Bonnie Tyler and DNCE to perform the song "Total Eclipse of the Heart"as the eclipse happens for its special planned cruise coinciding with the eclipse.

Bonnie Tyler - Total Eclipse of the Heart

The Weather Channel

Don't fret if you're chained to your desk and can't view the eclipse for yourself. and Twitter to broadcast the performance live. Starting at noon, it'll be livestreaming the eclipse on the social network.

Denny's

is offering customers $4 All You Can Eat "mooncakes," and promoting it all over its social channels.

monday? more like moon-movi... @ Denny's

Dunkin Donuts

Like Denny's, Dunkin' Donuts too has its own eclipse-themed offering in the form of moonchkins, which are pretty much the same as its regular munchkins. The donut chain has also built an app that lets people see the eclipse wherever they are by holding a digital "Moonchkin" up to the sun through their phones and is also teaching people how to build a DIY viewer.

Looking to watch the Solar Eclipse? ☀️

Krispy Kreme

The donut is introducing total eclipse glaze doughnuts, minus the pun. The donut is basically an original glazed doughnut, only glazed in chocolate, which the chain claims it has never served before.

Krispy Kreme Original Glaze Goes Chocolate

JetBlue

The airline has declared the eclipse today a ruse, with a new tongue-in-cheek campaign that celebrates its policy of no blackout days (w“There is No Eclipse,” the brand is hosting a sweepstakes on its Facebook page asking fans and non-eclipse believers to RSVP for a chance to win 100,000 TrueBlue points (+10 free flights) and assorted non-event, non-party favors. It is also hosting a Facebook Live Q&A with Pitch Perfect actor Skylar Astin at 12:30 pm ET today, where he will be answering questions about the eclipse (or non-eclipse) while performing some comic skits.

Google

Google wants to use the pictures taken by people during the eclipse to make a film, in a bid to help scientists study it. It also has an eclipse-themed doodle GIF with aliens, of course.

Eclipse Megamovie: Citizen science for the 2017 total solar eclipse

Cracker Barrel

The chain has put a biscuit in front of the sun for a social post, and is celebrating the day as a "Bisclipse."

Corona

Corona has made a stop motion video to show people how to make a pin-hole viewer out of a Corona box, just like Dunkin. The brand has also delivered what it is calling “a Corona toast kit” to photographers across the country, which includes Corona Extra, eclipse glasses and a countdown clock.

Jose Cuervo

Jose Cuervo has made a couple of special eclipse cocktail recipes, and is promoting them online.

For those chasing the eclip... @ Jose Cuervo

Malibu Rum

The rum-maker wants to make sure its the preferred drink of choice at any eclipse parties, and is encouraging fans to

Volvo and CNN

CNN and Volvo are teaming up to produce a live ad during the eclipse today. CNN will be livestreaming the eclipse, and producing live ads for Volvo in 4K virtual reality and 360-degree video across its digital and social platforms.