Halloween 2025: Campaigns Reflect ’90s Nostalgia and Modern Fears
October 31, 2025 – As Halloween night descends, a review of this year’s advertising campaigns reveals a surprising trend: a fascination with the past intertwined with the everyday stresses of modern existence.Brands are leveraging both ’90s pop culture and relatable anxieties to capture consumer attention, offering a unique mix of spooky and self-aware marketing.
The Rise of Nostalgia and Unexpected Fears
Several advertisements this year tap into a strong vein of ’90s nostalgia, acknowledging the resurgence of trends from that decade.Though, marketers are also keenly aware that life’s daily challenges – frequently enough more unsettling than fictional horrors – resonate deeply with audiences. This juxtaposition has shaped some of the most memorable campaigns of 2025.
Ikea Finds Comfort in Cozy Essentials
Furniture giant ikea’s “Halloween Essentials” campaign cleverly positions its products as safeguards against on-screen frights. The ads depict the universal experience of seeking comfort in soft furnishings while watching scary movies, subtly highlighting the appeal of cushions, throws, and duvet covers as essential elements of a Halloween night in.
Gushers Revives a ’90s Horror with a Twist
Candy manufacturer Gushers resurrected its infamous “fruitheads” commercials, injecting a new dose of nostalgia for millennials. This time, the campaign features actor Bradley Whitford embracing dark magic to create a wickedly transformative candy, offering a playful nod to the original while adding a modern, horror-themed twist.
Columbia Sportswear’s Grim Reaper Goes Influencer
Outdoor apparel brand Columbia Sportswear took an unconventional approach with its “Death Wishes” campaign. the Grim Reaper took over the brand’s social media, promoting the Powderkeg II Remastered Interchange jacket, complete with a stitched-in will and testament. The campaign encouraged fans to share their own near-death outdoor experiences, emphasizing the durability of Columbia gear.
Yahoo Addresses Workplace Terrors
Yahoo’s “Reply All Is Scary” campaign acknowledges a ubiquitous workplace fear: the accidental “reply all” email. Featuring comedian steph Barkley, the advertisement depicts the chaotic and mortifying consequences of this digital mishap, resonating with anyone who has experienced the dread of a misdirected email.
M&M’s and Skittles Embrace Self-Aware Humor
Both M&M’s and skittles incorporated self-aware humor into their Halloween campaigns. M&M’s Spokescandies expressed fear of being eaten, while Skittles launched a sitcom-style ad about a “ghost roommate,” available across multiple platforms including a podcast integration with Kylie Kelce’s “Not Gonna Lie.”
Lego’s “Ghost Train of Adulting” Captures Modern Anxieties
Lego’s “Ghost Train of Adulting” campaign leaned heavily into the anxieties of modern life, staging a ghost train with stops at relatable horrors such as a dying phone battery, unexpected phone calls, and the sting of being ignored. The campaign resonated with audiences by acknowledging the everyday struggles that often feel scarier than traditional Halloween frights.
Capri Sun Launches an Unbreakable Pouch
Capri Sun introduced a limited-edition Halloween pouch designed to be virtually indestructible. Lined with ripstop nylon and heat-sealed, the pouches provide a playful prank for consumers, adding a unique element of surprise to the trick-or-treat experience.
Mini Combines Humor and Driverless Car Concerns
Automaker Mini playfully addressed concerns surrounding driverless cars with its “Elloween” campaign, portraying self-driving car company Waymo as the scary element. The campaign emphasized the enjoyment of driving a Mini compared to being “chauffeured by a ghost,” highlighting the brand’s commitment to the driving experience.
Custom Ink’s “Undead Acres” Showcases Pop Culture Parody
Custom Ink’s “Undead Acres” campaign transported viewers to a suburban town populated by the undead, all sporting custom apparel from the brand.The advertisement featured humorous references to popular culture, including “wine mom” mugs and Karen-inspired tracksuits, demonstrating the brand’s ability to tap into current trends.
| Brand | Campaign Name | Key Theme |
|---|---|---|
| Ikea | Halloween Essentials | Comfort and Security |
| Gushers | Fruitheads | ’90s Nostalgia |
| Columbia Sportswear | Death Wishes | Humor and Durability |
| Yahoo | Reply All Is Scary | Workplace Anxiety |
Did You Know? Halloween is the second most profitable holiday in the United States,generating an estimated $12.2 billion in spending in 2023, according to the National Retail Federation.
Pro Tip: Social media engagement is crucial for Halloween campaigns. Brands that encourage user-generated content and interactive experiences often see the highest levels of participation.
What campaign did you find the most creative this Halloween season?
Do you think nostalgia is becoming a dominant theme in modern advertising?
The Enduring Appeal of Halloween Marketing
Halloween provides a unique chance for brands to connect with consumers on an emotional level. The holiday’s inherent themes of fantasy, escapism, and community allow marketers to leverage creativity and build stronger brand connections. As consumer preferences evolve, successful halloween campaigns will continue to adapt and reflect the cultural zeitgeist.
Frequently Asked Questions about Halloween Marketing
- What makes a successful Halloween advertising campaign? A successful campaign taps into the holiday’s spirit while aligning with the brand’s identity and target audience.
- How important is nostalgia in Halloween marketing? Nostalgia is increasingly important, as it evokes positive emotions and resonates with a wide range of consumers.
- are humorous ads more effective during Halloween? Yes, humorous ads often perform well, as they create a lighthearted and memorable experience for viewers.
- What role does social media play in Halloween marketing? Social media is crucial for engagement and amplification, allowing brands to reach a wider audience and encourage user-generated content.
- Why are brands acknowledging ‘adulting’ anxieties in their Halloween ads? Acknowledging everyday fears is a way to connect with audiences on a real level and demonstrate brand empathy.
Share your thoughts on these innovative campaigns in the comments below!
