Migros Halloween Ad Campaign Sparks Outrage Amid Global Conflicts: Is Tone-Deaf Marketing Damaging a Century-Old Brand?
Zurich, Switzerland – October 22, 2025 – Swiss retail cooperative Migros is facing a growing wave of criticism for a recent Halloween advertising campaign featuring products that simulate gruesome injuries, including latex wounds resembling gunshot and stab wounds, and large quantities of fake blood. The timing of the campaign, coinciding with ongoing conflicts in Ukraine and the Middle East, has been widely condemned as insensitive and deeply inappropriate, adding to a series of recent challenges for the 100-year-old brand.
Halloween Props Mirror Real-World Trauma
The controversial advertisements, appearing in the latest “Migros Magazine,” showcase a range of Halloween props, including realistic latex wounds designed to mimic open fractures and severe lacerations. These products are accompanied by promotions for fake blood sold in one-liter containers. While intended for festive costumes, critics argue the imagery is profoundly disturbing given the current global landscape.
“In view of the wars between Ukraine and Russia or between Israel and Hamas, in view of the hundreds of thousands of people killed, injured and mutilated, latex wounds in supermarket shelves do not reflect particularly good taste,” reports Swiss news outlet Infosperber, which first highlighted the issue. The question being asked is whether capitalizing on simulated violence, even for a holiday, is ethical when real-world suffering is so prevalent.
A Pattern of Reputation Challenges for Migros
This isn’t an isolated incident for Migros. The supermarket chain has been grappling with a series of negative headlines throughout its centennial year. These include ongoing sales difficulties at its specialist stores, concerns over “false low price promises,” potential losses in the German market, supply chain issues affecting dairy products, and recent controversy surrounding the advertising of Made-in-Israel items and the abolition of the Nutri-Score labeling system.
The Halloween campaign appears to represent a willingness to prioritize sales, even at the expense of public perception. Experts in brand management suggest that consistently pushing boundaries without considering ethical implications can erode consumer trust over time. “Brands need to be acutely aware of the cultural moment,” explains Dr. Anya Sharma, a marketing professor at the University of Zurich. “What might have been acceptable a decade ago is now viewed through a much more critical lens, particularly regarding sensitivity to global events.”
The Evolution of Ethical Marketing & Consumer Expectations
The Migros situation highlights a broader shift in consumer expectations. Modern consumers are increasingly demanding that brands demonstrate social responsibility and ethical awareness. The rise of social media amplifies both positive and negative reactions, making it easier for controversies to gain traction and damage a brand’s reputation. This trend has led to the development of ethical marketing frameworks that prioritize transparency, authenticity, and a commitment to social good.
Historically, Halloween marketing focused on playful frights and spooky themes. However, the increasing realism of costumes and props, coupled with heightened global awareness of violence and trauma, has created a new ethical dilemma for retailers. The question now is not just what sells, but what is appropriate to sell, and when.
Migros’s decision to proceed with this campaign, despite the potential for backlash, suggests a calculated risk. Whether that risk will pay off remains to be seen, but the initial response indicates a significant blow to the brand’s image. The incident serves as a stark reminder to businesses that marketing decisions must be made with a keen understanding of the broader social and political context, and a genuine commitment to ethical considerations. Stay tuned to Archyde for further updates on this developing story and ongoing analysis of Migros’s response.
