"Trick-or-treat, smell my feet," goes an age-old Halloween song. This year, Airheads is taking this line literally.
The Perfetti Van Melle brand's new campaign involves a cherry-scented foot spray to combat foot odors of trick-or-treating kids, who walk an average of 22 blocks to collect candy.
The limited-edition spray is immediately noticeable, coming in a big, red foot-shaped bottle.
The brand also capitalizes on the popularity of one of its most sought-after flavors, the Cherry Airheads.
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In a press release, Perfetti Van Melle VP of Marketing Craig Cuchra spoke about the marketing move, aiming to be a treat to the feet of trick-or-treaters:
"Now even your feet can smell like Airheads, a gift that keeps on giving beyond Halloween night. This spray really gives the 'trick-or-treat, smell my feet' song a whole new meaning — now people might just want to give them a sniff."
Airheads is also giving away the cherry-scented spray to a few lucky fans each day starting October 14 via a dedicated website.
The new campaign is a bizarre but attention-grabbing stunt that's just wacky enough to make headlines.
Unique executions such as this are often successful in viral marketing campaigns, generating large amounts of buzz online and widening a brand's reach.
Treat Your Feet
A short video posted to the brand's social media channels showcases an eerie soundtrack, with footage of children trick-or-treating on All Hallow's Eve.
Voiced by a spooky narrator, the video humorously discusses the threat of having to endure the smells of trick-or-treaters' feet.
"Walking an average of 22 blocks, 1.25 miles, over 4,500 steps, creating an unholy brew of feet perspiration, demanding you smell them in exchange for a treat," the narrator says.
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It ends with a shot of the striking new bottle that contains the unmistakable smell of Airheads Cherry flavor.
The iconic candy is a favorite of children everywhere. With its vibrant colors and tangy fruit flavors, its chewy goodness is a Halloween mainstay.
Brands continue to take advantage of the season to release new products and campaigns.
Last week, Applebee's launched three new Halloween-themed cocktails that are not only spooky but also affordable.
Editing by Katherine 'Makkie' Maclang
