As Halloween wraps up for another year and the cobwebs and pumpkins make way for tinsel and fairy lights, we’re left with a typically diverse range of ad campaigns to unpack. In this piece, I’ll be breaking down the most memorable Halloween ads of 2024—both the hits and the misses—and the key takeaways for brands hoping to captivate viewers during future seasonal campaigns.
The Hits
Snickers: "Zombie Animatronic"
Snickers, continuing its famous "You're not you when you're hungry" tagline, added a twist in a Halloween-themed commercial where a family’s animatronic zombie misbehaves after getting a Snickers bar. It begins to dance, groove, and act completely out of character for a zombie, much to the bewilderment and amusement of the family. This ad captured viewers’ attention by blending humour with an unexpected Halloween twist on an established theme.
Takeaway: Established branding can work wonders in seasonal campaigns. A familiar, consistent message with a seasonal update often resonates better than reinventing the wheel every year. Snickers reinforced its brand identity by using humour, making it easy for audiences to relate and remember the ad.
Disney+: "Haunted Home Collection"
Disney+ capitalized on its extensive library by curating a spooky “Haunted Home” collection, including clips from Halloween favourites like Hocus Pocus, The Nightmare Before Christmas, and Haunted Mansion. This strategy placed Disney+ as the ultimate Halloween streaming destination. Not only did it connect well with nostalgia-driven viewers, but it also served as a reminder of the streaming service’s family-friendly options, providing spooky, yet safe entertainment for all ages.
Takeaway: For brands with extensive content or product lines, bundling relevant offerings can reinforce their authority in a specific space. Disney+ effectively used existing assets to amplify its brand appeal without heavy investment in new content.
Fanta and Warner Bros.: "Summon What You Wanta"
Fanta collaborated with Warner Bros and Ogilvy for the release of a limited-edition "Haunted Apple" flavour. Leveraging the popularity of the Beetlejuice sequel, Fanta incorporated Beetlejuice-themed prizes and surprises accessible through QR codes on cans. This partnership provided dual appeal: the excitement of a new flavor and the allure of a beloved Halloween character, making Fanta a must-have Halloween drink.
Takeaway: Collaboration with popular media can bring in new fans while reinforcing the brand's positioning. By tapping into Beetlejuice's popularity, Fanta boosted its seasonal appeal and integrated an interactive component, which worked well for audience engagement.
e.l.f. Cosmetics: "Divine Skintervention"
Skincare brand e.l.f. tapped into Halloween humour with its "Divine Skintervention" campaign featuring comedian Meg Stalter. In this campaign, Stalter’s devilish "Sinfluencer" character humorously critiqued viewers' skincare habits. Users could engage by confessing their “skincare sins” to receive customized recommendations. The approach combined comedy with practical skincare solutions, making e.l.f.’s message resonate with beauty fans and Halloween lovers alike.
Takeaway: Humour paired with product education can be a compelling combination. e.l.f.’s engaging, slightly irreverent campaign succeeded by using Halloween to make a serious topic light-hearted and fun.
The Misses
Heinz: "Heinz Smiles"
Heinz turned its ketchup into Halloween makeup with "Heinz Smiles," a campaign that used its classic ketchup bottle to recreate horror-style smiles. The ad cleverly played on the classic horror trope, suggesting that Heinz ketchup could be an essential Halloween prop. However, the ad (which we haven’t used below for obvious reasons) was quickly pulled after audiences realised that one image from the campaign accidently recreated a racist blackface character from the 19th century.
Takeaway: We’ll let Heinz themselves offer the takeaway here: “Although it was intended to resonate with a current pop-culture moment, we recognise that this does not justify the hurt it may have caused. We will do better. We are working to remove the advertisement immediately.”
Aldi: "Monster Munch Mayo"
Aldi introduced a limited-edition Monster Munch Mayonnaise in a unique pickled onion flavour, sparking mixed reactions. Although Aldi is known for its adventurous seasonal products, this one received criticism for being too unusual. Some consumers appreciated the novelty, but others found the concept off-putting, resulting in limited sales and a divisive response.
Takeaway: When creating niche products, especially with unusual flavours, brands must balance innovation with consumer preferences. Aldi’s case shows that novelty alone is not enough to secure success in seasonal products; appeal and familiarity also matter.
McDonald’s: "Boo Buckets Redux"
McDonald's brought back its nostalgic “Boo Buckets” from previous years but failed to innovate. Many fans of the classic buckets felt the designs were underwhelming, and some compared them unfavourably to previous years’ editions. Despite the obvious nostalgia factor, fans desired fresh, engaging visuals rather than recycled designs and subpar build quality.
Takeaway: Nostalgia-driven campaigns need a blend of old and new. Brands that rely on nostalgia without updating their products risk disappointing loyal fans.
Key Trends and Insights
1. Leaning into Nostalgia (Without Overdoing It)
Halloween evokes fond memories for many, and brands can use nostalgia effectively, as Fanta and Disney+ demonstrated. However, as McDonald's experienced with its Boo Buckets, relying solely on nostalgia without fresh elements can lead to disappointment. Brands aiming to leverage nostalgia should balance familiar themes with creative twists to keep audiences intrigued.
2. Embracing Interactivity and Gamification
Interactive elements like QR codes and personalized experiences add a layer of excitement that encourages audiences to engage with a brand. Fanta’s QR code scavenger hunt and e.l.f.’s interactive skincare “confessions” exemplified how brands could invite consumers to participate actively. Gamification and interactivity offer more than just fun—they create an emotional connection that can make a campaign more memorable.
3. Balancing Humour with Brand Alignment
Halloween is an opportunity for brands to take risks with humour and edge. Snickers, e.l.f., and Heinz successfully used humour that aligned with their brand voices. However, humour needs to fit the brand’s overall messaging and target audience. When humour complements brand identity, it can be an incredibly powerful tool for making ads memorable.
4. Strategic Partnerships Enhance Reach
Collaborations like Fanta’s with Beetlejuice and Disney+’s use of classic Halloween films demonstrate that strategic partnerships can amplify campaign success. These partnerships allow brands to access pre-existing fan bases and broaden appeal while fitting the seasonal theme. However, collaborations should be carefully curated to ensure the partnership feels authentic and resonates with both brands’ audiences.
5. Creative Consistency
Campaigns like Snickers and Disney+ show that consistency can reinforce brand identity without sacrificing creativity. Brands with strong core messages benefit by maintaining these themes, even when adding a seasonal twist.
6. Know Your Audience
Aldi’s divisive Monster Munch Mayo reminds brands to consider consumer tastes and preferences closely. Seasonal products can be fun and experimental, but misaligned products risk missing the mark.
And that's it for another year folks. I'll see you back here in a few weeks for a roundup of the best and worst Christmas ads of the season!
