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Retail · September 2026
Ferrero’s Adultoween
Thursday 24th September, 2026
Ferrero partnered with Real Housewives of Rhode Island star Alicia Carmody to champion “Adultoween”, showing off her Halloween decorations and Ferrero-filled candy jars on social media. The brand gave the seasonal pitch a timely hook with research suggesting many adults want a Halloween night of their own, and invited fans to share their Halloween “Hots or Nots” for a chance to win treats.
Why it worked: It reframed Halloween with proprietary polling that legitimized an adult trend, then funneled it through a polarizing reality star plus an interactive giveaway.
The lesson: Consider fielding a quick poll that proves a rising behavior, then spark debate via a divisive personality and a low-bar contest.
Ferrero
Butterfinger
Keebler
7 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| prnewswire.com | New survey by Ferrero® finds Halloween isn't just for kids - "Adultoween" is the latest Halloween trend | Tuesday 1st October, 2024 |
| candyusa.com | Ferrero Survey: ‘Adultoween’ Is Latest Halloween Trend - NCA | Thursday 3rd October, 2024 |
| prnewswire.com | New Ferrero® Survey Reveals "Adultoween" Trend Continues to Soar as Greater Than Half of Adults Want Their Own Adult Halloween Night | Tuesday 14th October, 2025 |
| app.com | Is Halloween for kids or adults? ‘Adultoween’ grows, per Ferrero survey | Sunday 26th October, 2025 |
| prnewswire.com | Ferrero Partners with Real Housewives of Rhode Island Star Alicia Carmody to Explore How Adults Really Celebrate Halloween | Thursday 24th September, 2026 |
| candyusa.com | Ferrero Partners With Alicia Carmody For ‘Adultoween’ Campaign - NCA | Friday 25th September, 2026 |
| confectioneryproduction.com | Ferrero teams-up with Alicia Carmody amid growing 'adultoween' celebrations - Confectionery Production | Tuesday 29th September, 2026 |