Mars, Incorporated is going all out for Halloween this year. First, it launched a celeb-scare campaign with M&M’s, and now it’s taking Twix to the dark side.
But it’s going one curious step further...
Introducing Hallowmas
This new, and very unique celebration, mixes frightening with festive to create a whole new holiday.
“Halloween falls on a Friday this year for the first time in over a decade, which means more celebrations, more trick-or-treaters, and more Twix,” says Tim LeBel, president of sales and chief Halloween officer at Mars Wrigley North America. “We’re excited to have fans help us give Hallowmas a ‘moment’ celebrating both of their favorite holidays at once.”
To kick off the celebrations, the brand is releasing a range of limited-edition treats, one sweet sweepstakes, and a NYC pop-up experience featuring the “loveable monster”, Zombie Claus.
Is Hallowmas the future?
With Halloween and Christmas representing two of the biggest calendar moments for confectionery sales, Mars’ playful fusion of the two is more than just a marketing stunt, it’s a strategic celebration of consumer indulgence.
By leaning into the overlap of spooky and sweet, Hallowmas not only extends the seasonal window for treats, but also taps into the growing appetite for novelty and nostalgia.
As brands continue to innovate around these key holidays, it’s increasingly apparent that confectionery isn’t just about satisfying a sweet tooth, it’s about creating moments, memories, and a little bit of magic.
