Brands look to Internet culture in creating memorable Halloween campaigns
Implications - Halloween is undoubtedly a candy-centric holiday, which means brands are tasked with creating memorable, captivating packaging ideas that help differentiate from the year round varieties in the mind of the consumer. Borrowing from Internet humor, clever, age-appropriate scares are laced with puns and dressed up in self-referential packaging that replicates the universality of meme culture.
Workshop Question - How can your brand make use of relevant pop-cultural themes and behaviors?
Trend Themes
1. Meme Culture - Brands are borrowing from Internet humor and meme culture to create clever and age-appropriate candies with self-referential, universality packaging.
2. Playful Packaging - Unconventional candy packaging designs that feature fun illustrations and bright colors to differentiate from year round varieties.
3. Mystery Flavors - Food and beverage brands are using mystery flavors to generate excitement among consumers and add a fun twist to seasonal branding.
Industry Implications
1. Confectionery - Brands can leverage playful and unconventional packaging designs to differentiate their seasonal offerings and attract customers to their candies and chocolates
2. Fast Food - QSR brands can use playful Halloween-themed packaging and menu items to appeal to families and millennials looking for fun dining options during the holiday season.
3. Beverage - Food and beverage brands can use mystery flavors and Halloween-inspired labels to create unique, engaging seasonal offerings that generate buzz and drive sales.
