It’s officially crunch time for brands hoping to boost Halloween sales. Read up on the latest spooky marketing and advertising news in our Weekly Must Reads.

M&Ms Trick-or-Treat with Ring

In a pre-Halloween push, Mars Wrigley has partnered with video doorbell brand Ring to explore how its classic candies would go trick-or-treating. The new campaign includes videos of the various M&M colors visiting doorsteps on Halloween from the perspective of a Ring camera. When each color presses the Ring, they’re greeted with a cheeky response from the Red M&M, prompting them to complete a challenge. The campaign launched across several platforms, including TV, digital, in-store, and influencer partnerships.

To create an interactive element, M&Ms is encouraging consumers to share their own responses to Red’s challenges on their social media profiles. Mars Wrigley’s Head of Halloween said the campaign hopes to add “that fun M&M touch to Ring Video Doorbells,” and help consumers make entertaining new Halloween memories. Read up on more details here: https://www.marketing-beat.co.uk/2024/10/11/mms-halloween-campaign/

Halloween Decorators Need a Snickers

In their new Halloween ad, Snickers takes lawn decorations to a new level. The candy brand’s new spot features a couple trying to set up their outdoor Halloween décor while feeling hungry. In their hurry, they accidentally create a “twerking” zombie that horrifies a mom and son walking by.

The ad is a clever continuation of Snickers’ “Maybe You Just Need a Snickers,” which the brand has run for years. As the spot wraps up, we see the couple snacking on their Snickers-filled candy bowl and figuring out they missed a step in the instructions. Check out the new commercial here: https://www.shootonline.com/shoot_video2/snickers-bbdo-ny-director-pete-marquis-celebrate-halloween-with-a-twerking-zombie/

Ireland Stakes Claim as “Home of Halloween”

One of the most compelling Halloween ads of the year comes not from a candy brand, but from a country. A new campaign from Ireland Tourism explores the holiday’s deep and spooky roots in Irish tradition. Their new spot claims the origins of Halloween date back 2,000 years to the Celtic Samhain celebration, when the Irish would dress in haystacks, which they believed helped them walk among the spirits who sought to take them to the underworld.

Ireland Tourism uses the spot to position Dublin as the “home of Halloween,” a celebration destination that’s worth the long trip. They even liken the new pilgrimage to Carnival in Rio or Oktoberfest in Munich. Watch their ad and learn more about Halloween’s Irish roots here: https://www.moreaboutadvertising.com/2024/09/tourism-ireland-rewrites-history-for-halloween/

JCPenney Readies for the Holidays

Halloween hasn’t even arrived yet, but some brands are bypassing the spooky celebrations to get in the holiday spirit – including JCPenney. The retail store is continuing its mission to use a billion-dollar investment to turn around its sales performance – and the Christmas shopping season is arguably their most important season. JCPenney’s holiday plans center on a “Make it Count” brand positioning, which focuses on affordability, loyalty, and positivity. Their tactics will include continuing “Really Big Deal Reveals,” which include a new offer each week through December 26, as well as partnerships with consumer favorites like Shaquille O’Neal and Martha Stewart.

According to JCPenney executives, since launching the program in September, their “Really Big Deal Reveals” have helped the brand exceed sales forecasts by nearly 50 percent. As an additional offer, JCPenney also plans to offer early access to Black Friday deals starting in early November. Learn more details about the brand’s holiday strategy here: https://www.marketingdive.com/news/jcpenney-holiday-marketing-strategy-really-big-deal-reveals/730034/