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In Mexico, the Day of the Dead is one of the great times of the year and is linked with Halloween.
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In 2021, an economic spill of 4 million 213 thousand pesos was registered in CDMX for the Day of the Dead.
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For Halloween and Day of the Dead, there are sales of food, flower shops, costumes, makeup, alcoholic beverages, lodging, canteens and more
Year after year it is normal to see how in the month of October brands join the Halloween trend to launch new products or services. This is the case of the Heinz brand that recently launched its new product consisting of black garlic mayonnaise, which is a limited edition.
This type of strategy is known as marketing seasonal, which is the activity in this category that segments the different special dates of the year to carry out specific marketing actions and achieve more impact on consumers.
To carry out this type of marketing, brands take into account dates such as Mother’s Day, Christmas, Black Friday/Good End, Day of the Dead, Halloween, among other interesting events to optimize corporate income.
One of these dates that attracts people is Halloween and that represents many commercial opportunities for brands. In Mexico this date can be very important, since it joins the traditional date of November 2, Day of the Dead.
According to data from the National Chamber of Commerce, Services and Tourism of Mexico City (CANACO), in 2021 said that an economic spill of 4 million 213 thousand pesos in the capital of the country for the sale of food, flower shops, costumes, makeup, alcoholic beverages, lodging and canteens, among others.
Heinz’s new product for Halloween
Like every year, the Halloween season is one of the most important in the industry of marketing and publicity, before brands like Heinz surprised everyone with its surprising launch of a mayonnaise based on black garlic.
The product, called Black Garlic Mayo, consists of a limited edition of the condiment brand with the sole objective of joining the 2022 season of terror.
“We at Heinz are spookily excited to launch our devilishly delicious Black Garlic Mayo, and we want our fans to experience our latest creation this Halloween. It’s so good even vampires won’t be able to resist it,” said Hannah Winterbourne, Senior Heinz Comms & Brand Build Manager, Heinz International.
Also, the brand mentioned that it combines the brand’s vegan mayonnaise with a special touch to accompany the snacks on Halloween night.
But those are not all the brand’s marketing initiatives for the Halloween season, where it will also open a store pop up in Romania, especially in the home of Count Dracula, the most famous vampire.
The firm explained that the location will be located in the Boldu-Creteasca forest and will open on October 31 at midnight.
Last day to ENTER our competition to win all 3 of our Limited Edition Heinz Black Garlic Mayo’s ready for Halloween 👻🎃🧛https://t.co/sNmggAdGLV pic.twitter.com/3vQDbBsCWB
— Heinz (@HeinzUK) October 20, 2022
By this time, many brands have already launched products and collaborations for Halloween or the Day of the Dead, such as the beer brand Victoria and the sports shoe firm Panam, which presented their collection for the traditional Mexican date last week. As well as brands such as Nike and Vans also launched their products to commemorate another year of the holiday.
In conclusion, brands have to take advantage of these seasonal dates that are celebrated year after year to continue retaining their users and also increase their sales and visibility with a new creative product for their consumers.
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