6 standout Halloween campaigns of 2025 from Maybelline, Lego and more
Halloween campaigns in 2025 reflect a shift in how brands are treating the season, from limited-edition drops and nostalgic icons to themed experiences and social-first activations. Rather than simply adding orange and black to packaging, these campaigns go further: they lean into viral behaviour, collector-mindsets, cinema tie-ins and immersive events. Each of the six below delivers a different flavour of that mindset—some playful, some surreal, some designed for crowds, others for cult fans.
Read more: 16 last-minute Halloween costumes for 2025—straight from your FYP
Maybelline x Sarah Michelle Gellar
Cosmetics brand Maybelline revived its Halloween campaign for 2025 with actor Sarah Michelle Gellar fronting the promotion. Using the tagline “Make-up made to survive every horror”, the campaign drew on the season’s tone while highlighting the brand’s long-wear and waterproof formulas. Unlike standard autumn marketing, it positioned product performance within a distinctly Halloween context, aligning the creative direction with the event itself. As one of the more polished examples of Halloween campaigns this year, its strength lies in the genius of partnering with one of the original scream queens and the not-so-subtle nod to the staying power of Maybelline products.
Dunkin Donuts Spider Donut
In the US, Dunkin launched its 2025 Halloween campaign with the return of its fan-favourite Spider Donut—a purple-frosted donut topped with a Munchkin styled as a spider—alongside a new Candy Bar Signature Latte and a Halloween Munchkins bucket filled with donut holes. The campaign positioned the “unhinged” Spider Donut as a seasonal mascot, expanding its presence through merchandise such as crewnecks and onesie costumes, and establishing a cohesive themed menu rather than relying on a simple flavour update. As one of the more playful Halloween campaigns of the year, it built a small but distinct universe around a single festive item.
Trader Joe’s Halloween Totes
Trader Joe’s 2025 Halloween campaign focused on scarcity and brand culture, capitalising on its already viral canvas tote bag. In October, the much-anticipated mini canvas totes were released in Halloween colours—black, orange, purple and green—priced at US$2.99 each. The drop led to queues in several stores and quick sell-outs, with resellers listing the bags online at inflated prices. This approach turns the season into a timely, limited-edition moment that tapped into collector behaviour and social media visibility. Instead of relying on spooky motifs, the campaign centred on cultural buzz, proving that Halloween campaigns can build momentum through timing and brand appeal alone.
Heinz Mayo Halloween
In Brazil and select other markets, Heinz marked the season with a campaign titled “Mayo Halloween”, introducing a jet-black mayonnaise flavoured with black garlic. The launch was accompanied by a classic horror film-style advert, tagged “Think it’s ketchup?”, and visuals inspired by old black-and-white movies. This Halloween campaign stood out for using the occasion to showcase flavour innovation and visual novelty, turning an everyday condiment into a seasonal talking point. While the activation demonstrated how food brands can embrace Halloween campaigns beyond mere packaging changes, its rollout appeared largely region-specific, meaning its global reach was comparatively limited.
Lego Brick-or-Treat
The Lego brand, through Legoland California, rolled out its “Brick-or-Treat Monster Party” event from September 20 to November 1, 2025. The seasonal attraction featured a 17-foot Halloween tree made entirely of Lego bricks, trick-or-treat candy stations, costumed characters and new show elements. As a large-scale experiential activation, it represented a fully realised Halloween campaign built around themed entertainment, exclusive merchandise and extended dates. While the experience leaned toward family-friendly fun rather than traditional horror, it remained firmly rooted in the Halloween season and reflected how expansive Halloween campaigns can operate across audience segments and formats.
Fanta x Blumhouse
Fanta, under Coca-Cola HBC, partnered with Universal and Blumhouse to create a Halloween campaign featuring limited-edition flavours and packaging adorned with horror icons such as Chucky, M3gan and Freddy. The rollout included collectible cans, in-store activations and gamified digital experiences across Europe, establishing it as a large-scale cross-media seasonal initiative. This collaboration reframed Fanta as a Halloween brand for the season rather than simply introducing a new flavour. The use of recognisable horror IP provided built-in cultural resonance, while the campaign’s multi-country reach underscored its broad commercial ambition within the 2025 landscape of Halloween campaigns.
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