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Ferrero’s Adultoween Survey

PR Campaign
Thursday 3rd October, 2024

Ferrero North America surveyed US adults about how they celebrate Halloween, finding that many see it as an adults’ holiday too. The “Adultoween” hook turned familiar habits—nostalgia, child-free celebrations and parents claiming leftover candy—into a seasonal culture story for local and national media.

Why it worked: They coined “Adultoween” and backed it with fresh, percent-split survey stats that flip a kid-centric holiday into an adult culture shift.

The lesson: Consider naming an emerging behavior, then field a quick poll to quantify it and pitch the label plus top stats.

Ferrero
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
candyusa.com Ferrero Survey: ‘Adultoween’ Is Latest Halloween Trend - NCA Thursday 3rd October, 2024
app.com Is Halloween for kids or adults? ‘Adultoween’ grows, per Ferrero survey Sunday 26th October, 2025
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