When you think of Halloween, what comes to mind? Candy, costumes, and maybe that marathon of spooky movies you can’t resist on TV. Hershey and Disney know this season better than anyone, and they’ve figured out how to turn those warm, familiar feelings into cold, hard revenue. But their marketing success isn’t just about selling more chocolate or streaming more shows—it’s a masterclass in creativity, partnerships, and understanding their audience.
Here’s how they pulled it off and why their strategies are a goldmine of lessons for brands and entrepreneurs.
Building moments, not just campaigns
Hershey and Disney didn’t approach the holidays as just another time to run ads—they treated them like cultural events. For Hershey, Halloween isn’t just one day; it’s part of a year-round marketing strategy broken into “seasons,” like Valentine’s Day, Easter, and the holidays. Each of these seasons is treated as a “tentpole,” a focal point for creating campaigns that feel bigger than life.
Disney added their sparkle with the alignment of Hershey through their “31 Nights of Halloween” programming. It’s a match made in heaven: iconic candy for Halloween and, well, iconic content thanks to Disney. Together, they created a moment that felt natural, fun, and most importantly, memorable.
For brands, the takeaway here is clear: don’t just focus on selling a product. Look for ways to build experiences that align with your audience’s lifestyle and create lasting memories.
Understanding culture is the real trick
One of the smartest moves in this partnership was how Hershey tapped into pop culture moments. Take their collaboration with Angel Reese, for example. Hershey noticed the buzz around Angel’s fans calling themselves “Reese’s Pieces,” and instead of letting that moment pass, they jumped on it. Hershey’s team acted quickly, turning the organic buzz into a campaign that felt fresh and authentic.
Disney brings a similar mindset to their marketing. They see “holidays” everywhere, from Halloween to the Super Bowl to smaller occasions like Groundhog Day. For Disney, it’s all about finding moments that matter to their fans and turning them into opportunities to connect.
The lesson? Stay tapped into what your audience cares about right now. Culture moves fast, and brands that can keep up (or better yet, lead) will always stand out.
Integration is everything
These days, slapping your logo on a 15-second ad isn’t enough. Hershey and Disney understand that consumers are drowning in content, so they worked together to make sure their campaigns weren’t just ads—they were part of the content itself.
Hershey’s integration with Disney didn’t just stop at commercials. The campaign seamlessly integrated the Hershey’s brand into Disney material. With tailored activations or product placements, Hershey seemed to be a part of the narrative rather than a distraction.
For brands, this is a reminder that integration is key. Think about how your product or message can fit naturally into your audience’s world. The more organic it feels, the more effective it will be.
Agility wins the day
Another standout lesson from Hershey’s approach was their ability to act fast. When cultural moments pop up—like Angel Reese’s “Reese’s Pieces” buzz—brands need to move quickly to capitalize. Hershey’s team jumped into action, creating a campaign that felt timely and in tune with what people were already talking about.
This agility isn’t always easy, but it is integral in today’s very fast-moving marketing landscape. Having a team ready to make a pivot, then brainstorm and execute in real-time, transforms those passing trends into huge successes.
Big investments, bigger payoffs
Hershey didn’t just throw money at their Disney partnership; they made sure the investment paid off. By measuring not just impressions but actual revenue impact, they proved that high-quality, premium integrations drive results.
The Halloween campaign delivered a two-times return on investment and helped Hershey hit its first billion-dollar season. The synergy between Disney’s content and Hershey’s brand wasn’t just good marketing—it was smart business.
For brands, this highlights the importance of looking beyond simple ROI metrics. The right investment at the right moment can create exponential growth and brand loyalty that lasts well beyond the campaign.
What entrepreneurs can learn from Disney and Hershey
You might not have Disney’s reach or Hershey’s budget, but the principles behind their success are universal.
- Think bigger than ads: Don’t just sell your product—create an experience that people will remember.
- Stay tuned into culture: Know what your audience is talking about and find ways to connect authentically.
- Be ready to act fast: When an opportunity pops up, have the agility to seize it before it’s gone.
- Focus on integration: Make your brand part of the story, not just a side note.
The magic of meaningful marketing
Disney and Hershey’s holiday strategies show that great marketing isn’t about pushing products—it’s about creating moments. Tapping into culture, embracing creativity, and forging relationships that feel genuine are how they transformed Halloween into a billion-dollar opportunity.
No matter the size of your business, one thing’s clear: you don’t have to follow the same old rules everyone else is using. Find your own way. Whether it’s through telling stories people relate to, working with the right partners, or jumping on trends as they happen, there’s always room to make your marketing unique.
It’s not just about running ads—it’s about building real connections, creating something memorable, and leaving your audience with a feeling they won’t forget. That’s what makes the difference.
FAQ’s
1. How can storytelling improve my marketing?
Storytelling makes your brand relatable. Share real experiences, customer stories, or your journey to connect emotionally with your audience.
2. Why is content integration important?
Consistent messaging across platforms keeps your brand visible and trusted. Collaborate with creators or media to naturally weave your product into content.
3. How does agility help in marketing?
Quickly responding to trends or events makes your campaigns timely and engaging. Staying flexible helps your brand feel current and connected.