Halloween packaging targets autumn-inspired color palettes and adult-friendly designs

29 Oct 2021 --- With Halloween just around the corner, this year’s standout packaging designs range from phosphorescent cans to condiment label tweaks and autumn-inspired color palettes. 

The secular fall holiday is best known for its trick-or-treat candy and matching themed packaging. This year, however, PackagingInsights takes a step away from the traditional confectionery scene and reveals how F&B players are making Halloween attractive for adults as well. 

For the first time, Pringles is offering limited edition “Sour Scream & Onion” and “Oooriginal” chips in glow-in-the-dark cans, while Heinz Ketchup’s small condiment giveaway on TikTok expanded into national distribution.

Meanwhile, Bud Light has donned its seltzers in new “Fall Flannel Variety Pack” to attract audiences through Halloween and beyond.

Bringing light into darkness
While the holidays may still look a bit different this year due to the COVID-19 pandemic, Pringles wanted to create a “fun, fearsome twist” on its chip flavors. 

Its glow-in-the-dark cans offer snackers a salty treat, while also doubling as a spooky centerpiece – “shining a little light and lightheartedness on family celebrations all season long.” 

“As two of our most popular flavors, we knew everyone would be excited to purchase the limited edition cans. After all, there’s nothing better than a playful spin on your favorite snack,” notes Gareth Maguire, senior director of marketing for Pringles.

Pringles debuted its first glow-in-the-dark cans this Halloween season.More than just a condiment
Ketchup has long served as child-friendly, edible faux blood. “We know condiment fans are already using ketchup to add convincing ‘blood’ to their Halloween costumes and celebrations – from vampire fang fries to hot dog ‘fingers’ dripping in ketchup. Heinz wanted to bring that spooky magic to grocery store aisles and beyond,” explains Ashleigh Gibson, Heinz brand director.

The Heinz brand – conscious its brand name is synonymous with ketchup – is now launching Heinz Tomato Blood Ketchup in grocery stores across the US.

“For Heinz Tomato Blood Ketchup’s national distribution, we went through multiple rounds of label designs before we landed on the final packaging. We aimed to capture the Halloween spirit while staying ownable to the traditional Heinz keystone and suitable for family dinner tables,” she details.

The country-wide roll out builds on Heinz’s Halloween campaign on TikTok last year, which offered Tomato Blood Ketchup in mini glow-in-the-dark bottles to 570 winners. “Thousands of entries later, we knew we had something special,” recalls Gibson.

Heinz is also offering fans the full Halloween experience at its first-ever pop-up Heinz Halloween Store in Los Angeles until October 31.

Heinz is banking on consumers frequently using ketchup as fake blood for Halloween costumes.The Halloween bandwagon 
For its Fall Flannel Variety Pack, Bud Light looked to popular seasonal fall flavors – pumpkin spice, apple crisp, toasted marshmallow and maple pear – to bring a brand packaging twist to the autumn occasion, without tapping into Halloween-specific designs.

How important is it for brands to cater to seasonal packaging? A Bud Light spokesperson explained the beer brand aims to deliver “disruptive fun to every drinking occasion,” exceeding fixed holiday periods by tailoring to seasons instead. 

Bud Light Seltzer gets its fall garb on, flaunting flannel fabric can designs.Meanwhile, Gibson from Heinz argues: “Brands shouldn’t jump on the seasonal bandwagon unless they have a reason to be there. For Heinz, Halloween was the perfect time to transform into Heinz Tomato Blood Ketchup – because if you have Heinz, you have a costume.” 

As global lockdown restrictions limited children’s beloved trick-or-treating last Halloween, PackagingInsights investigated how FMCG players tapped into connective packaging to make the holiday as interactive as possible during home isolation.

We previously explored limited edition F&B design features during Lunar New Year, Easter and Christmas.

By Anni Schleicher