Guillaume Boisseau’s Post

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Head of Communications & Engagement @AXA GEM

🎃👻 Spooky season is here, and brands are tapping into the psychology behind our love for Halloween - nostalgia, traditions like dressing up or trick-or-treating, and escapism 🍬🕸️ Here's how with some examples 🧛♂️👇 1. 🌟 Fanta x Beetlejuice: With themed drinks, eerie experiences, and vibrant packaging, Fanta's "Summon What You Wanta" campaign is all about nostalgia, connecting with fans of the cult classic. #HalloweenNostalgia 🥤 2. 🧱 Brick or Treat, LEGO’s Halloween Builds: Every year, LEGO releases limited-edition themed sets like haunted houses and graveyards, encouraging families to relive childhood play and imagination. Their "build challenges" are about turning LEGO into a shared holiday tradition...same goes for their Christmas builds. #BrickOrTreat 🏚️ 3. 🚨🍫 M&M'S Halloween Rescue Squad: Mars Wrigley found that 78% of consumers fear running out of candy on Halloween. Enter the M&M'S Rescue Squad and BOOths – candy pop-ups ensuring no one faces the horror of an empty candy bowl. #SweetRelief 🍬 ➡️ These campaigns show how brands look for emotional ways to connect through the spooky season, blending nostalgia and immersive storytelling. Freaking out about an empty candy bowl? 🍬😱🎃 #Halloween2024 #SpookySzn #BrandStorytelling #TrickOrTreat

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