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Forget the ghosts and ghouls, because the scariest thing about October 31st might just be the amount of money spent by the brands for Halloween campaigns. This annual festival of costumes, candy, and carved gourds traces its roots back over 2,000 years to the ancient Celtic festival of Samhain (‘sow-in’). This pagan new year celebration marked the end of summer and the harvest, a time when the Celts believed the veil between the living and the dead was thinnest, allowing spirits to visit their homes or the other world.
Over centuries, this night of warding off evil spirits with costumes and bonfires-later merging with observances like All Saints' Day evolved into the playful, community-focused holiday we know today.
However, in the modern era, this cultural moment has become an unmissable commercial juggernaut, where the line between celebrating a tradition and capitalising on it has all but vanished.
For brands, this event is no longer just a holiday; it's a multi-dollar event season that provides a perfect opportunity for textbook marketing strategies, specifically festive marketing and moment marketing. This leads brands like Fanta and Capri Sun to create limited-edition or ‘spooky’ variants of core products aimed to secure a revenue boost.
By participating in the spirit of the event, and not just focusing on a hard sell, brands tend to position their products as essential components of the Halloween experience, monetising a tradition that began with ancient rituals. Indian brands like Bingo! and Tinder localised the event with their quirky campaigns.
Here we list down some brands that went spooky for the Halloween season:
Bingo!
Karcher India
Cheetos
Fanta
Tinder India
The Drum
ITC Candyman
Xfinity
Big Bowl
Yummy Bee
Bowlers Petfood
Medusa
Six Flags
Disney Plus
Skittles (series)
Gushers
Capri Sun
Did you come across any other Halloween campaigns? If yes, then share it with us at content@socialsamosa.com or post it in the comments section below.