October saw some innovative activations and collaborations; the majority themed around the Halloween occasion. We’ve also noticed brands increasingly produce, stronger, stand-out creative for in-store marketing promotions, from glow in the dark special edition packaging to 3D FSDUs.


Jack Daniels – Make it Count 

At home experiences are still relevant post lockdown, encouraging consumers to embrace at home entertaining.

  • A fantastic initiative to bring the bar to your home
  • Only available through one big retailer, Tesco, but also available through various convenience stores
  • Prizes: 5 x Bespoke JD at home bars, 25 x Jack Daniels drinks carts, 100 x JD neon lights, 500 x personalised JD glasses, 5000 x JD t-shirts
  • Supported by neck flags in-store

Wolf Blass – Why Settle When You Can Soar?

Premium prize offering using valuable luxury travel partnership to drive sales.

  • Wolf Blass new campaign is in partnership with luxury travel deals company, Secret Escapes
  • Really nice neck tag varietals for different SKUs
  • The top 5 winners will receive a hotel stay for two people, in one of the following destinations: 10 night stay in L’Anse Aux Epines (Caribbean), 10 night stay in Barbados in the Caribbean, 12 night stay in Kenya with safari, 12 night round-trip to Sri Lanka and the Maldives or 5 night winter Lapland break
  • 50 winners will get a Secret Escapes voucher worth £250
  • 40,000 winners will get £25 Secret Escape credit
  • Campaign is supported across ATL, in store, PR, influencers and social media

Oreo – Press Play to Win

An fun activation, harnessing the universal power of music to celebrate people coming back together post lockdown.

  • Oreo has created an on-pack promotion to link into their digital and AI activations.
  • Very, interactive, creative landing page: https://www.pressplaywithoreo.com/
  • Prizes: 1 x 2022 festival experience, up to the value of £2000 (Ticket Master), 30 x Sony WH-CH510 Wireless Headphones, 30 x Ultimate Ears Wonderboom Speakers, 940 x 2x Oreo cookies (mixtape)
  • Promotion is supported by an advert starring the Sex Education cast

Smirnoff – Freeze to reveal

An innovative, upmarket promotion premiumising brand appeal with high value prize offering.

  • Smirnoff 21 Diamonds’ campaign offers consumers the opportunity to win one of 21 diamonds, worth £4,000 each, through a limited-edition temperature activated bottle or neck collar
  • Shoppers must freeze a limited-edition bottle or neck collar of Smirnoff No.21 to reveal a unique 8-digit code. This must then be entered via the Smirnoff website to see if a diamond has been won
  • The campaign is supported by a £600,000 marketing spend including social media, YouTube and a video-on-demand TV ad

Promotions and campaigns built to drive brand awareness and sales through the association with the occasion.


Beefeater Gin – Spooky Cocktail Masterclass

  • Lovely 3D FSDU for stand out display
  • Interesting and fresh design
  • The QR code leads to a landing page where consumers can select a date for a live cocktail class
  • Recipes for all cocktails are also available online

Bacardi – Limited Edition Glow in the Dark Label

  • Bacardi Rum have launched two new limited-edition, glow-in-the-dark bottles in keeping with the spirit of Halloween this October
  • They have also created five cocktails for people to enjoy at home
  • Bottles include a QR code, which will direct consumers to the Bacardi website sporting five Halloween cocktail how-to videos

Fanta – Ultimate Halloween Game

  • The campaign capitalises off of Fanta’s longstanding popularity during the spooky season with 1 in 4 flavoured carbonates in October 2020 being Fanta
  • Prizes 5 x £1,000 cash, 50 x Home Entertainment Systems, 100 x Wireless Headphones, 100 x 8” HD Tablet, 285 x Popcorn Machines + a code for yourcoca-cola.co.uk to claim a free 24 pack of Fanta Orange Zero, including free delivery, 500 x £10 cash
  • The promotion is supported by a multi-million-pound marketing campaign which includes paid social media, TV, digital and out of home advertising as well as high-impact in-store activation

Kraken – Screamfest

  • In-store campaign to support Kraken’s 5th offering in their Screamfest series ‘Dread & Breakfast. See the following slide for more
  • Free gift with purchase of a smokey glass

Kraken – Dread & Breakfast

  • The Kraken Dread & Breakfast is an immersive horror experience and the centrepiece of the rum brand’s annual ‘Screamfest’ extravaganza, now in its fifth year
  • A team of actors, light and sound technicians, special effects and theatre pros will subjectresidents to crank phone calls, endless banging on their walls, blood-curdling screams outside their doors and terrifying figures from beyond the grave entering their room
  • https://www.youtube.com/watch?v=cbMEbiVxY_Q&t=11s

Ardbeg – ‘Ice Scream’ Van

  • Scottish whisky label Ardbeg has designed a monstrous “Ice scream truck” that will visit London, Glasgow and Edinburgh
  • The vehicle, which took three months and 12 people to build, pays homage to classic B-movie beasts from classic cinema, featuring horns, tentacles and beady eyes
  • From the van, Ardbeg will serve ice cream both with and without Ardbeg’s smoky single malt Scotch whisky
  • The van will be accompanied by a “Monsters of smoke” cage, the brand will host bookable 45-minute cocktail tastings. Inside, consumers will be served cocktails incuding the smoky tea “Cherry lipsmacker” made with whisky and cola; a herbaceous and chocolatey “Begroni”; and a “New fashioned” made with Ardbeg Ten Years Old

HEINZ – Tomato Blood

  • Heinz has acknowledged that their ketchup regularly gets used as fake blood on Halloween so have introduced a special edition Heinz Tomato ‘Blood’ Ketchup costume kit
  • The brand is happy to encourage customers to slather it all over their neck like a stabbing victim – ‘If you have Heinz, you have a costume’

Temptations – MixUps

  • The Temptations brand this Halloween is promoting a set of their new cat treat flavour called “Tasty Human”
  • Based on study by University of Edinburgh in 2014 – your cat probably wants to eat you
  • Temptations seeks to remedy this fear of being consumed by our furry friends by offering up an alternative food source


GrandCentral develops innovative shopper marketing solutions for a host of brands and organisations. For help with planning, designing and building your requirements please contact us at:

hello@grandc.co.uk / 020 8546 0150