P-O-P Spotlight: Halloween Displays (October 2024)
The Path to Purchase Institute takes a look back at some of the most eye-catching and creative displays and physical activations that our boots on the ground captured across the globe in October. More specifically, we’re showcasing Halloween-related displays.
A digital, three-sided endcap display spotted at a Jewel-Osco store in St. Charles, Illinois, is stocked with Mondelez International and Nabisco snack brands. Two screens on both sides of the “Share The Snacks You Love” display played a couple of branded videos on loop, including one spotlighting recipes for festive treats such as “Spook-tacular Halloween cheese balls” and “Oreo Jack-O-Lanterns.” The visuals directed shoppers to snackworks.com for the full recipes and more.
Anheuser-Busch InBev’s Modelo tied in to Dia de los Muertos, or "Day of the Dead," at Total Wine ahead of the Mexican holiday that celebrates deceased loved ones for two days, typically at the end of October or beginning of November. This year, taking place Nov. 1-2, Modelo deployed a large activation at the alcohol retailer during the lead up to the holiday, including case stacks surrounding a festive corrugated arch, communication “Celebramos Dia de los Muertos” and “Raise One in their honor” messages.
Spotted at a Kroger in St. Clair Shores, Michigan, Keurig Dr Pepper’s Crush encouraged shoppers to “Feed your spooky movie night with flavor” via a floorstand. The display, positioned at the end of the soda aisle, merchandised cases of cans and directed shoppers to learn how they can stream their hit Halloween movies via ClassicCrushHalloween.com, which was also accessible through a QR depicted on the display. The brand campaign allows users to scan, earn points and redeem for movie rewards, and was propped up by the grocer with a “buy 2, get 2 free” offer on Crush soft drinks.
While not a direct Halloween tie-in, P2PI spotted an eye-catching, in-aisle activation from Mondelez’s Cadbury candy brand at Sainsbury’s in London. The all-purple display comprised violators, a floor cling and header sign promoting the brand’s 200th anniversary along with a celebratory purchase incentive, gifting a free Cadbury mug with purchases of exclusive tins of chocolate.
Since 2003, P2PI has served as marketers’ eyes in the aisles, and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase small samplings of eye-catching physical activations and themes from the vault.