Past & Present: Brands That Put The Spook Into Halloween

30th October 2018

Halloween is a great opportunity for brands to get creative with their marketing. Happy scenes of families around the dining table are executed and replaced with ghosts, ghouls and children’s screams. Here are three memorable brands that have put the spook into Halloween:

 

Morbid Marks & Spencer

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Last year, Percy Pigs became Percy Pumpkins and Colin the Caterpillar (Marks & Spencer’s long-term bestseller) dressed up as Dracula. Why? Halloween of course!

Since announcing that it would be converting 45 stores into Simply Food outlets M&S has made a concerted effort to delight consumers with their Halloween-themed treats. Placing a spooky spin on their popular range of confectionary which launched last year, M&S promoted the range on its Facebook and Instagram channels where it typically engages with followers to build excitement and address customer queries.

Revamping their tried and tested favourites meant the likelihood of engagement was high while their product-focus approach gave the campaign an authentic feel, giving customers even more incentive to visit M&S Simply Food stores.

Frightening Fanta

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Fanta launched their biggest ever campaign featuring spooky limited-edition bottles and cans, two new Halloween-inspired flavours, Snapchat lenses and filters, plus their biggest ever experiential Halloween event to date: Twisted Carnival.

The campaign, with a £3 million marketing budget, celebrates transformation. Fanta cans and bottles received a makeover with bespoke ghoulish graphics from Noma Bar, an Israeli designer and illustrator. His distinctive touch was added with four classic Halloween characters: Fanta Orange and Fanta Orange Zero Sugar feature a skeleton with orange slices for eyes, while Fanta Fruit Twist and Fanta Fruit Twist Zero depict evil-eyed Dracula with fruit caught in his fangs.

Alongside this, Fanta has launched two new flavours (chosen by fans after a public vote): Blood Orange Zero and Pink Grapefruit Zero. As delicious as they sound, they’ll only be joining the Fanta family for a limited time.

Trick or Treat? Topshop

Stranger Things is a thrilling Netflix original drama written and directed by the Duffer Brothers. Last year Topshop launched a 28 piece collection of Stranger Things clothing including t-shirts, jumpers and bags. Alongside this they partnered with Netflix UK to create an immersive ‘Stranger Things’ pop-up for Halloween, jumping on the back of the dramas worldwide success.

The pop-up appeared in the window of Topshop’s flagship store on Oxford Street and included Hawkins lab, the arcade and Will’s Castle Byers den sets. The store also held exclusive screenings of series 2 and gave shoppers the opportunity to “strangeify’ their online experience.

This Halloween-themed campaign was a smart move for Topshop. They capitalised on the success of Stranger Things and created an experience normally unattainable, resulting in an engaging event for fans.

Is there a Halloween-themed campaign that stands out to you? Let us know on Twitter @ZeroAbove.

Olivia Powling

Digital Marketing Executive

Olivia is a member of our digital team. She assists the digital team by executing SEO, SEM and social strategies and creates and deploys fresh content.