Halloween may be creeping round the corner, but many brands have swapped their brand colours, rolled out ghoulish taglines and themed their marketing weeks in advance.

Halloween may be creeping round the corner, but many brands have swapped their brand colours, rolled out ghoulish taglines and themed their marketing weeks in advance. 

It got us thinking: does seasonal marketing really make an impact or does it just get lost in the sea of brands doing the same? From limited-edition packaging to spooky campaigns, seasonal marketing has become almost as traditional as trick-or-treating. But the question is… does it always work or can it actually weaken a brand?

Halloween is a perfect example. When it’s done well, it provides brands with cultural relevance by being involved in the same conversation at a time when customers are already engaged. It gives brands a chance to show a lighter side and humanise their brand through playful marketing that can showcase a bit of personality. It can also act as an incentive that drives urgency, with the impact of limited-time offers or seasonal designs. Think Starbucks’ Pumpkin Spice takeover!

However, not every brand has an obvious Halloween connection and when the spooky theme feels forced, you risk diluting your identity with gimmicks that distract from your core message. 

Lastly, when brands suddenly embrace a seasonal Halloween theme; whether this be a change in packaging, taglines or even recipe – it can actually make people turn their nose up as brands create strange, out-of-place flavours or products just to jump on the bandwagon.

So when does seasonal marketing work best?

The team put their thoughts together and landed on these three points… 

1. It must align with the brand values. If your brand is playful, Halloween fits. If you’re more serious, subtle nods may work better.
2. It must be authentic. A law firm with skeleton cartoons? Probably not. A retailer with a limited-edition Halloween range? Absolutely. 
3. It should look to add, not replace. Seasonal elements should complement core messaging, not hijack it. 

So, what is the main takeaway? 

Halloween can be a powerful branding tool but only when it is used thoughtfully. It’s less about pumpkins for the sake of pumpkins but more about asking… does this campaign reinforce who we are, or does it distract from it?