Catchy and Creepy: Lessons from the Best Halloween Campaigns of 2025
There are two kinds of marketers in October. The kind that sets their eyes on the BFCM weekend, Christmas, and the year-end shopping frenzy. The other is the kind that waits for the one fun holiday that gives them a chance to prank their customers and show their fun side. Yes, Halloween! If you belong to the second group, you’ll love the Halloween campaigns we’ve lined up for you.
After all, nothing scares a marketer more than a boring holiday campaign that falls flat. So, time for some inspiration this spooky season.
From seriously spooky movies to brilliant execution of comedy horror, we’ve got some fantastic examples of branded entertainment and the demonstration of the power of experiential campaigns this year. Are you ready to get spooked and get inspired to give that creative twist to your own campaigns? Time to dive into our favorite Halloween campaigns of 2025.
8 Halloween 2025 Campaigns We Loved and Why
1. Fanta Halloween 2025
We spoke about Fanta’s creative packaging design for Halloween 2025 in our blog on Halloween packaging. Promoting these limited-edition collectible cans, Fanta has also released a couple of short videos featuring the iconic horror fiction characters like Chucky, Freddy, and M3GAN.
Collaborating with Universal Pictures and Blumhouse, Fanta has created a multi-layer campaign, “Wanta Fanta”. What makes this one of the best Halloween campaigns this year is its brilliant execution. The use of cohesive, cross-platform narrative drives excitement, collectibility, and urgency for the fan base.
Interactive games, branded merchandise – this Halloween campaign blends them all. This aligns with Fanta’s Halloween playbook these past few years.
According to Ibrahim Khan, global VP, Fanta, their vision is to “make Halloween to Fanta what Christmas is to Coke”.
KIMP Tip: Aim for a multi-channel campaign seamlessly connected through consistent visuals that convey your idea and evoke the intended emotional response. It works much better than a single static or a video commercial.
Looking for a creative partner who can help you create consistent visuals for diverse channels? Sign up for KIMP!
2. Skittles – Ghost Roommate
Skittles’ Halloween campaign for 2025 is sheer marketing brilliance. The campaign and its popularity prove the power of social media and, most importantly, the power of good content.
Instead of a generic video clip that is repurposed across channels, Skittles chose an episodic, platform-native format for Halloween 2025. Instead of traditional ads, the brand came up with a social media-focused sitcom titled Ghost Roommate, shared on TikTok and YouTube. But not your usual half-hour episodes, but rather bite-sized episodes merely 6 seconds long.
Here’s everything that makes this one of our favorite Halloween campaigns of 2025:
- The short episodes are fun and shareable.
- Besides, they fit perfectly into TikTok’s and YouTube’s short-video format.
- Given that the brand’s primary focus is teens and Gen Z, the brand has chosen platforms most popular with these demographics.
- One of the most crucial details is the visual style adopted in these clips. The 1990s sitcom style taps into the power of nostalgia.
- Episodic format or sharing content as a video series brings consistent engagement, keeping customers coming back for more.
KIMP Tip: When crafting campaigns that span multiple channels, ensure that the visuals for each channel are optimized based on what works on the respective channel. This includes both the design and the format.
3. Airheads – Decoy Boy
Trick or treating is fun, but only if you are a kid. Did you know that 87% of adults find it strange when a grown-up goes trick-or-treating? That’s the fact that motivated Airheads to come up with an absurd yet creative Halloween campaign for 2025.
The campaign is built around the “world’s first robotic trick-or-treating sidekick” called Decoy Boy, a fully functional robot disguised as a costumed child, designed to give grown-ups the perfect cover to go trick-or-treating.
Instead of a simple ad, the brand actually engineered a fully functional, battery-powered robot. With programmed voices and modes for “persuasion” and “tantrum”, the idea was overall playful and totally unexpected.
While predominantly focused on children, this candy brand has recently been expanding its focus to the adult demographic as well. This is particularly beneficial to the brand, given that some of its early audiences were millennials. Hence, the nostalgia and grown-ups-focused theme of Airheads in its Halloween campaign is a smart move indeed.
KIMP Tip: Choose Halloween campaign ideas and designs that resonate with your brand’s unique personality. Airheads’ campaign solidifies the brand’s identity as a brand that champions childlike fun and breaks social conventions for the sake of candy, reinforcing its position against more traditional chocolate competitors.
4. Columbia Sportswear – Death Wishes
Halloween is spooky, but most importantly, celebrations these days are all about having fun. Columbia Sportswear tapped into this idea with its Halloween campaign for 2025.
Titled Death Wishes, this campaign took the Instagram success formula seriously. The brand created a profile for Grim Reaper and positioned him as an influencer. The idea was to build on the brand’s promise of delivering products that are “Engineered for Whatever”. The Halloween campaign itself was therefore about highlighting the longevity of the jackets from the brand.
To establish this idea, the brand builds on the story that the gear from the brand outlives the owner.
Additionally, Columbia Sportswear is offering a limited-edition Powderkeg II Remastered Interchange jacket with a legally binding Will & Testament stitched directly into the lining so that the owner can let the right person inherit it.
This campaign underscores the power of humor in marketing. The humor here is self-aware, confident, and taps into Columbia’s nostalgic, maverick brand roots from the ’80s and ’90s.
KIMP Tip: Get creative when placing your product as the hero of your campaign. In this case, instead of creating a traditional ad that promotes the product’s durability, Columbia Sportswear found an unexpected but fun way to deliver the message.
5. Mini’s Driverless Car Stunt
Sometimes, you do not need an actual product to create a buzz. In recent times, we’ve seen brands use AI-generated videos and CGI graphics to bring super-fun concepts to life without actually investing in the production costs of physical products. Take Maybelline’s Sky High Mascara campaign, for instance.
MINI USA came up with a similar stunt for its Halloween campaign. It tapped into Halloween and its own rebellious brand spirit by turning a MINI into a “ghost car” dressed up like a self-driving vehicle (a nod to Waymo) in its 2025 Halloween activation.
The genius behind the campaign is the timing and the market situation. The campaign has launched at a time when autonomous vehicle (AV) technology, spearheaded by companies like Waymo and Tesla, is rapidly gaining momentum in major US cities. Amidst this, MINI’s counter-positioning resonates with people who enjoy driving and might not exactly enjoy driverless experiences.
Besides, stunt marketing campaigns like this one are the way to stand out during busy holiday seasons.
KIMP Tip: Comparative advertising is a risky path to tread. But when done strategically, it makes heads turn. Besides, with ideas like MINI’s Halloween campaign, you can easily target a niche audience and therefore boost engagement.
Want to delve deeper into the art of comparative ads? Check out our blog here.
6. Six Flags: Come Out and Play
If you are looking to reap some real long-term benefits with your content, your content should not start selling right away. It should educate, inspire, and entertain the audience to actually grab their attention and keep them engaged.
This is exactly the approach with Six Flags’ Halloween campaign for 2025. The brand went all-in with its horror theme and created a short film that appeals to true horror fans. While many seasonal ads stay short, this one immerses viewers in a cinematic horror moment, of course shot relevantly on-site at participating parks.
Content so compelling initiates conversations and earns media coverage. In short, content with high entertainment value gets noticed, gets shared, and therefore functions not just as an advertisement but also as an aid to boost the brand’s reach.
Besides, the theme is spot on! What more will a true Halloween fan ask?
KIMP Tip: Videos are indispensable assets in marketing. Use a blend of short-form and long-form videos delivering education and entertainment for sustained value.
Need help designing short-form videos or editing your long videos? Get a KIMP Video subscription!
7. Capri Sun Trick & Treat Pouches
There are numerous online discussions and even videos on YouTube discussing why it is difficult to open a Capri Sun, and some actual tips and tricks that work. Aware of what people are talking about the brand, as all brands should be, Capri Sun crafted a Halloween campaign that took a dig at itself.
For Halloween 2025, the brand launched two special pouches – one that’s standard and easy to open, and another intentionally impossible to open. Here, the campaign acknowledged customer frustration and created a joke on itself, aligning with this common sentiment.
The core mechanic of Capri Sun’s campaign is a prank designed to be filmed and shared. In other words, ideas like this one are engagement magnets. They encourage users to engage with your content and share their own versions. Like people sharing videos about pranking their friends with the Trick & Treat pouches.
This is a good example of reactive marketing. It shows customers that you are watching, you are listening to their opinions. When customers feel seen and heard, they engage with your brand.
KIMP Tip: Sometimes the best campaigns happen when you understand your audience and respond to them at the right time in the right place. This is the gist of reactive marketing.
To delve deeper into reactive marketing and grab some useful tips, read our blog here.
8. The LEGO Halloween Tree is HERE at LEGOLAND California!
Some brands prioritize creating immersive experiences as the core focus in their marketing, and LEGO is one such. The existence of LEGOLAND itself is a good example. As a brand that prioritizes experiential marketing, LEGO’s 2025 campaign also leaned toward experiences.
LEGOLAND went big with its Halloween campaign in 2025. The park unveiled a 17-foot-tall Halloween Tree built entirely from 680,963 LEGO bricks. The installation sits right at the park entrance, glowing with lights, grinning pumpkins, cobwebs, and eerie eyes that appear to follow visitors as they walk by. It’s equal parts spooky and whimsical, exactly what you’d expect from LEGO’s take on Halloween.
Instead of creating a single exclusive product or the traditional approach of limited-edition deals, LEGO went with something more tactile and something more interactive. After all, interactions in the real world create a more convincing sensory experience that gives brands a competitive edge.
KIMP Tip: Consistently integrate brand experiences, events, and other engaging campaigns in your marketing strategy. These help your brand rise above the competition and create more customers who are invested in your brand.
Need Designs for Your Halloween Campaign? Get KIMP!
All types of Halloween campaigns, online or offline, need strong designs. Good design ensures that your message is clear and that your customers know what they should do next and why. When they are sure about their interactions with a brand, conversions happen.
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