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Helpful Hints for Halloween Branding

Published on October 12, 2020, at 9:00 p.m.
by Allison Cohen.

Most people love opening presents on Christmas morning or watching the fireworks on the Fourth of July, but for those who prefer screams over smiles, Halloween is the most wonderful time of the year. Halloween has been recognized over the years as the most fearful of nights, and brands have been utilizing this Halloween spirit to build their consumer relationships.

Employing product development opportunities and adapting to current social climates are public relations tools that every brand can apply during the month of October. Here are some helpful hints for Halloween branding.

Photo by Jen Theodore on Unsplash

Innovating brand strategies
Halloween may seem to be all about spooking the neighbors and getting free candy, but for many companies, Halloween is a time for product development and brand recognition strategy. For example, Reese’s used the Halloween season to diversify its regular peanut butter cup to a “Frankincup” with green coloring and Halloween-themed packaging. Consumers look for what’s new and innovative during the Halloween season. Switching up packaging, updating the product shape and creating Halloween-themed commercials are great ways for Reese’s to adapt to the holiday while grabbing consumer attention, and standing out from other candy companies.

Building brand recognition
From a store-bought Wonder Woman dress to a homemade Starbucks Frappuccino costume, Halloween costumes can be a creative outlet for brand recognition. When it comes to grabbing consumer attention and connecting with direct audiences, brand interaction can be just as valuable as direct profit.

Creating and promoting Halloween costumes to represent your brand is a clever way to interact with publics and gain some momentum. From restaurant chains such as Hooters to blockbuster movies like Spider-Man, Halloween serves as an opportunity for all types of brands to increase awareness. Hooters and Spider-Man are both costume ideas that have been go-to’s for years and serve as a platform for long-term brand awareness.

Adapting to social climates
With 2020 being the year of COVID-19 and social distancing, Halloween stakeholders have been adapting and using creative tactics to sell Halloween-related products to consumers. Party City has been promoting at-home Halloween kits as well as costumes that cover the face, so trick-or-treaters can safely celebrate Halloween. Children’s costumes such as Star Wars Stormtrooper and ghosts are some of the ideas that allow for masks and helmets to cover the nose and mouth.

These examples of using creativity to appeal to public safety are great ways to achieve consumer satisfaction. Designing effective and exciting ways to adapt to current social climates takes creativity and innovation, but can be a considerable opportunity to give consumers exactly what they want and need.

Product development, brand awareness and social adaptation are all important aspects of public relations that professionals are using to drive consumer interaction during Halloween. Though Halloween may be seen as a chance to terrify those around us, practitioners in public relations can’t be scared to think outside the box.

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