Halloween, a religious festival originally set up by the Celtics to resist the night walk of hundreds of ghosts, has now become the soil for merchants' marketing inspiration. Many brands have also begun to take the opportunity to disguise themselves and prepare holiday surprises

Reporter | Li Yuru

Editor | Ma Yue

The "ghost" this year is here again.

Halloween This religious festival originally set up by Celtic to resist the night walk of hundreds of ghosts, but now it has become the soil for merchants' marketing inspiration. Many brands have also begun to take the opportunity to disguise themselves and prepare holiday surprises (or frights) for customers.

But no matter how it changes, the classic elements of bats, vampires, pumpkins, and candies are still preserved. Many brands try to borrow these classic elements to combine them with products to create creativity.

Heinz: Eat vegetarian with vampires

Heinz adapted the image of a traditional vampire in a new creative advertisement, showing the confession of a vegetarian vampire who drinks "blood of tomato sauce". In

, vampire shares many clips of themselves living happily with humans, watching VR together, chatting together, sitting alone in the camera, seriously persuading their kind to replace human blood with "ketchup blood".

Interestingly, the vampire also expressed disgust when watching his human friend eat eggs. Therefore, while marketing products, the entire short film of about one minute can indeed be regarded as an vegetarian promotional film.

Heinz also launched the first Halloween limited "horror" to resist black garlic mayonnaise in the European market. In the black garlic mayonnaise advertisement, the vampire in the forest squeezes mayonnaise on the hamburger, enjoying it with great happiness, inviting people with courage to visit the pop-up store opened in the "hometown of vampires" Romanian .

According to Heinz, according to Hannah Winterburn, the head of brand marketing, the creativity of the product lies in the black garlic that adds a slight sweetness to the sauce, which makes vampires who are afraid of garlic also "horror" and resist.

Burger King : Ordering APP will "divine ghosts"

has always been popular with thrilling, supernatural, and full of cinematic advertising. This year, it mainly promotes its own ordering APP.

During Halloween, the American Burger King APP launched a new feature "Ghost Detector", through which Royal Perks members can locate the "supernatural existence" in their homes. In the ad for

, the heroine and her mobile phone guided her to explore in the darkness. Suddenly the tableware was flying in the air. It was not until the mobile phone notified that the ghost alarm in front of her that the heroine entered the kitchen in front to enjoy the burger.

Customers who try to use the "Ghost Detector" will have the opportunity to get a Ghost Pepper Royal Fort Double Package. This is also one of its products that Burger King focuses on promoting in September. Using the APP "Ghost Detector" as a gimmick, Burger King has also further promoted online ordering.

KFC : SpongeBob is here again

is a secondary cooperation, and many fans have accumulated expectations on social platforms such as Weibo and Xiaohongshu . This year's SpongeBob has a pair of flapping bat wings, and , the Crab boss, , can transform into a pumpkin. There are currently many UGC works about SpongeBob SquarePants online, and the memes such as workers, single dogs, "VI 50" have been transformed into small toys. The dynamic design of

is on the winding, as well as its nostalgic and trendy children's fun, reminds people of the popular Keda Duck children's package that was once again popular - this year's June 1st, Keda Duck music box flooded the screen, and many adults joined the gifts and snatched it wildly, and the price of a toy was hyped up to 2,000 yuan.

"Classic IP + Food + Fan Effect" seems to have become a major killer move for KFC to make its debut in major festivals.

Pizza Hut : Open your eyes

One of the most terrifying Halloween products this year is the new Halloween product of Pizza Hut in Taiwan, China. In the promotion of

, the advertising slogan also used the homophonic phon "Eye Eat Ghost", and used dumplings to simulate the distribution of eyeballs on the edge of pizza, with the purpose of scaring everyone's eyeballs. Creative ideas in product design can also be a wave of shock for "ghosts".

Holilai : "What the hell" is greedy for coconut

Holilai has also launched a new Halloween product "What the hell" cake in China, and because of its cute shape - a small ghost made of white chocolate, many netizens have planted grass.

Its high-value raw coconut latte flavor is also the biggest selling point of product marketing. Since coffee and tea brands such as Luckin have driven the "raw coconut" trend, this flavor has become a popular flavor in the food industry, and a variety of products such as biscuits and ice cream have appeared. Holilai also took this opportunity to further catch up with the trend of raw coconut flavor.

In addition to cake, there is also Holilai's "what the hell" Frisbee bread, which also attracts consumers with raw coconut latte sandwich.

CoCo Domestic Milk Tea: Kuromi joined the joint trend

CoCo Domestic Milk Tea and Kuromi (Kuromi) jointly released two black sesame snow ice "Kukkow Magic Water" and "Mami Mami Kou" for limited time on Halloween.

Kuromi is a villain in the Japanese animation " Fantasy Magic Melody". Its appearance is based on a black and purple rabbit and a small pink skeleton above its head, perfectly fitting the mischievous personality of Halloween "trick or treat without giving me candy".

CoCo This joint brand has also caught up with the recent trend of brands. Recently, the joint title of Heytea "The Legend of Zhen Huan" and Luckin Coffee "JOJO's Wonderful Adventure: Sea of ​​Stones" have both achieved good market responses.

In order to further explore the topic and participation of brand joint brand, CoCo also launched an offline "Social Death" activity to attract fans to come to the theme store to take photos and check in.

Shanghai Disneyland : When children start to grow up

Halloween is the only time for tourists to enter the park as their beloved characters in the year.

This year, Shanghai Disneyland continues the tradition and launches the " Halloween party" event. From October 4 to November 4, tourists can enter the park in strange costumes and participate in the "This is Halloween" stunning dance party. Visitors will put special stickers on their bodies to distinguish them from the staff.

villains will travel as Halloween ghosts, and this year's blackened Donald Duck will lead the villains to parade. The special edition fireworks show "The Phantom Show of Halloween Villain" during the festival will also be featured. DJ dance parties will also be held on Halloween to attract young people who love to dance.