30 Oct Jump on the ghost train
Which brands have got Halloween ready?
It’s that time of year again where our streets get a spooky makeover. Pimped up houses wrapped in cobwebs, crawling with spiders, covered with grimacing pumpkins. Over the years, us Brits have taken inspiration from our American cousins. Kids with parents hovering close by will go out in their droves piling bags full of goodies.
Thanks to a growing ghoulish trend for Halloween, just under half of the UK will spend money on themed products. Coming top of the list, according to Mintel, are pumpkins with fancy dress and spooky decorations following close behind. It turns out we love to make an event of 31st October as much as the Americans. It makes sense then that supermarket brands have joined the party…
Coca-Cola’s multi-million-pound marketing campaign ‘Fanta’s Twisted Carnival’ garnered many fans when it launched last year. Customers were led through spooky tents to a terrifying finale. A masterclass in brand engagement and not bad for profits either. Coca Cola reported a 19% increase in sales year on year and sales soared.
This year, the transatlantic sweet brand Skittles has made a surprisingly festive statement with the launch of its first Halloween TV ad in five years. The short, but sweet ad sits on the funny side of spooky with its comedy reimagining of Hansel and Gretel. An exasperated-looking witch is seen asking Hansel to leave her house finding his constant demand for Skittles not worth the hassle.
And vintage teatime snack Soreen has also launched a Halloween Scream range. Two new flavours – Toffee Apple and Chocolate & Blood Orange – are festively appropriate and speak to those wanting an adventurous twist to their trusty malt loaf. Meanwhile El Paso from General Mills is tapping into the increasing popularity around Day of the Dead, funnelling £6m into its themed marketing campaign which include TV ads and limited-edition packaging containing a free skull mask.
As curators and purveyors of innovation, we at Product of the Year tip a witch’s hat at brands that make an impact during Halloween.