How Sun-Maid Turned Its Scary Halloween Reputation Into an Unexpectedly Sweet Strategy

The brand shares how it converted historical teasing into serious holiday traction

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Picture this: You’re an eager trick-or-treater on Halloween night, standing before a generous neighbor and awaiting your well-earned sweet treat. You present your pumpkin-shaped bucket, hoping for some top-tier chocolate. Instead, the neighbor hands you a tiny cardboard box that triggers a wail of sheer terror.

So, what’s in the box? Sun-Maid’s vp of marketing, Fernando Herrera, might be able to guess based on a certain well-documented public opinion. But don’t worry, he’s not offended.




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