Hobgoblin unveils Halloween campaign

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Beer brand Hobgoblin is running a four-month long Halloween campaign, using the strapline “Best Sipped in the Dark”.

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The campaign is running until November across out-of-home and digital platforms, including digital screens, murals, and social media channels.

The brand will be unveiling interactive UV/glow in the dark murals in London, supported by out-of-home executions in city centres across Birmingham, Leeds, Liverpool, and Manchester.

Over the Halloween weekend, various social media platforms (including Facebook, Facebook Live, Twitter, Instagram, Spotify, YouTube and Zoom) will host “Hobtoberfest” – a virtual festival weekend with tattoo and art giveaways, a home brew challenge, cocktail tutorials, and an “eating session”.

Hobgoblin’s marketing manager Joanne Wyke said: “Consumer spending on Halloween has almost doubled since 2013 to become the second biggest drinking occasion after New Year’s Eve, and the third most popular retail event after Easter and Christmas.”

She said 77% of millennials spend on Halloween specifically and the brand over indexes with female consumers. She said 49.5 million pints of Hobgoblin have been sold in the UK in the last 12 months and during lockdown, the beer delivered “phenomenal growth”.

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