Trending PR Campaigns
Ferrero’s Adultoween
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.
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