Twix's undead Santa is back for round two, and this time he is handing out cash.
Mars is reviving "Hallowmas" for a second year, with Zombie Claus fronting a season that merges Halloween and Christmas.
The character stays true to the brand's "Two Is More Than One" idea, since a holiday made of two holidays mirrors a treat made of cookie and candy.
Allison Miazga-Bedrick, VP of marketing for Mars's seasonal portfolio, explained the thinking.
"Hallowmas is rooted in the same belief that has always defined TWIX: when two things come together, they create something even better," she said.
Fans are part of the plan, too.
"We're excited to see just how far fans take the fear and cheer when they put their own spin on Hallowmas," Miazga-Bedrick added.
Zombie Claus Takes to Williamsburg
The campaign features a hero spot in which a woman gets a surprise visit from Zombie Claus, who greets her with "Happy Hallowmas."
"Should I be merry or terrified?" the woman asks the undead character.
"Both. It's Halloween and Christmas," Zombie Claus responds, as he hands her a Twix bar.
After being bombarded with questions, the Hallowmas mascot tells the girl he can celebrate, as Twix counts as both candy and cookie.
Just like most Twix commercials, the spot ends in a deadpan manner.
When the woman asks Claus if she should sing a carol or hit him with a bat, he responds: "You're a little bit ungrateful, ain't ya?"
Apart from the spot, Twix is opening up its TWIX Hallowmas Rewards Contest, where fans submit photos and videos that capture the spirit of the season.
Zombie Claus will judge the submissions himself, and standout entries may earn a reaction during his October takeover of TWIX social channels.
Three winners will be crowned, with Most Hallowmas Spirit and Best Zombie Claus Look-Alike each earning $5,000 and TWIX.
Meanwhile, the Grand Prize winner takes home $10,000 and even more TWIX.
The character is also heading offline.
On October 31, Zombie Claus will visit Williamsburg in New York for an experiential marketing stunt that changes how trick-or-treating works.
As part of the effort, he'll be walking the streets and bringing treats directly to people while fans follow along on TWIX social channels.
The lineup is growing as well.
TWIX Skulls, a new cookie and candy combination, joins TWIX Ghoulish Green and TWIX Fun Size in the seasonal range.
Two Holidays, One Candy Aisle
Halloween spending is set to reach $13.5 billion in 2026, up from $13.1 billion in 2025, according to the National Retail Federation.
Candy is projected to make up $4.1 billion of that total, with 96% of shoppers planning to buy sweets, based on the same survey.
These numbers work in Twix's favor, and snack brands should act quickly if they want to make the most out of Halloween's highs.
Those planning a seasonal mashup can take three lessons from this setup:
- Give the character a calendar: Zombie Claus stars in several home and social ads, has an October social takeover, a set October 31 appearance, all of which tell fans when and where to look.
- Split the prize pool into lanes: Spirit, look-alike, and grand prize categories let entrants pick how they compete.
- Attach every new product to the character: TWIX Skulls joins the Hallowmas lineup, so each addition arrives with a face fans already know.
All in all, seasonal campaigns work when every tactic gives fans something to do.
Our Take: Is Merging Two Holidays the Play?
Mostly yes, because a holiday TWIX invented is one that no other candy maker can claim.
Hallowmas carries its own trademark symbol and has its own mascot.
This means Mars sets the dates, the rules, and the prizes, while Halloween and Christmas are free game.
Year two is the real test for a fresh idea like this, since the shock of a zombie in a Santa suit gets used up the first time around.
The contest and the Williamsburg stunt give fans a reason to return, but the name only sticks if the momentum stays until Christmas.
We would judge this one by how many fans write "Hallowmas" in their own posts. Either that, or if they're still tuning in to see more of Zombie Claus until December 25.
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