Kerin & Hartley Marketing

Why do some brands become part of our traditions while others disappear after the latest promotion? The answer often comes down to branding. Successful brands create experiences and associations that give consumers a reason to remember, recognize, and return.

Halloween 2026 offers some fascinating examples. Rivian partnered with Ghostbusters, bringing nostalgia to life through interactive vehicle features, special experiences, and familiar characters. Pringles took a different approach, turning an unusual piece of its company history into a memorable burial urn promotion. And Twix brought back its Zombie Claus character, blending Halloween and Christmas into a recurring campaign. What do these campaigns have in common? They give consumers more than a product or advertisement. They create something distinctive that people want to talk about and experience.

In his article about Halloween traditions, Marc Berman makes another important observation.  Successful brands give customers something familiar to anticipate while introducing just enough novelty to keep things interesting. Think Starbucks’ Pumpkin Spice Latte or Chipotle’s annual Boorito promotion. These recurring experiences become part of the brand itself. There is an important marketing lesson here. Strong branding isn’t simply about having a recognizable logo, clever slogan, or memorable advertisement. Instead, it’s about consistently delivering experiences that reinforce what a brand represents.

But attention doesn’t automatically translate into loyalty. Marketers still need to ask: Did consumers remember the brand? Did the campaign strengthen its identity? Did customers return? The takeaway is that great marketing gives consumers a reason to care about a brand, remember it, and come back for more.

Class Discussion and Activities

1. Pringles used an unusual piece of its history to create a memorable promotion. How can a company’s history and heritage become a competitive advantage?
2. Rivian partnered with Ghostbusters. What are the potential benefits and risks of associating a brand with a famous entertainment property? Could the partnership overshadow Rivian?
3. Why might a recurring promotion, such as Starbucks’ Pumpkin Spice Latte, become part of a brand’s identity? What makes consumers anticipate its return?
4. Can a campaign be creative, entertaining, and widely discussed but still be unsuccessful from a marketing perspective? What metrics would you use to evaluate its effectiveness?
5. The brand memory test. Show students the following three campaign videos Rivian/Ghostbusters, Pringles’ urn, and Twix’s Zombie Claus. Ask students to identify the brand, the product, and the central message they remember from each campaign.
6. Create the next brand tradition. Form small teams and ask students to select a consumer brand and develop a recurring annual promotion or experience that customers would anticipate. It could involve a limited-edition product, an annual event, a collectible, or a customer participation opportunity. Teams deliver a one-page marketing proposal explaining the concept, brand fit, customer value, and how the company would measure success.
7. Brand identity makeover. Divide students into groups and assign each group a familiar consumer brand. Have them develop a seasonal promotion that reinforces the brand’s existing identity rather than simply attaching a holiday theme to its products. Deliverables may include a campaign concept, target audience, tagline, and explanation of how the idea reinforces brand equity.

Sources: Barkere, Matt, (15 Oct 2026), The 2026 Halloween ads worth screaming about, Adweek; Berman, Marc, (31 Oct 2026), From ‘The Simpsons’ to Starbucks: The Halloween marketing lesson brands shouldn’t miss, Inc.; Herren, Parker, (23 Oct 2026), Halloween 2026’s best campaigns – and what they can teach brands, Ad Age.