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Mars Launched Second Annual TWIX Hallowmas Campaign

The candy company debuted new seasonal products alongside a $20,000 fan contest.

Updated on Oct. 5, 2026 in Contests

Bold vector editorial illustration of chocolate bar pieces with a tiny pine sprig and orange gourd, evoking a seasonal candy promotion.
Mars launched its second annual Hallowmas campaign, featuring new seasonal treats and a $20,000 contest to drive consumer engagement throughout October. AI Illustration. Upload story photo >

Live Poll

Are you planning to purchase special seasonal candy treats for the upcoming holiday season?

Mars has kicked off its second annual TWIX Hallowmas campaign, blending Halloween and Christmas themes for the spooky season. The initiative includes the introduction of new TWIX Skulls and a $20,000 reward contest for fans.

Why it matters

The campaign aims to boost brand visibility by fusing two major holidays into one seasonal promotional event. Through social media engagement, Mars is looking to capitalize on holiday-themed consumer interest throughout October.

Mars has established a $20,000 total prize pool, which will be distributed among three winners. The campaign features new seasonal TWIX Skulls alongside returning products like TWIX Ghoulish Green and TWIX Fun Size.

The players

Mars

Mars is a global confectionery, pet food, and food products company headquartered in Newark, New Jersey.

TWIX

TWIX is a popular chocolate bar brand manufactured by Mars that features a biscuit base covered in caramel and milk chocolate.

Zombie Claus

Zombie Claus is the promotional mascot for the TWIX Hallowmas campaign, representing the fusion of holiday themes.

The details

Fans can participate in the Hallowmas Rewards Contest by uploading photos or videos to Facebook, TikTok, X, or Instagram. The event also features a special appearance by the campaign's mascot, Zombie Claus, who will visit Williamsburg, New York, to celebrate.

Timeline

  1. The social media takeover and contest run throughout October 2026.

  2. Zombie Claus will make a scheduled appearance in Williamsburg, New York, on October 31, 2026.

Culture Shift

This campaign follows the broader retail trend of blending overlapping holiday marketing windows to maximize consumer engagement. It mirrors the industry-wide shift toward creative, seasonal product variations designed to generate social media visibility.

Residents in Williamsburg, New York, can expect to see Zombie Claus in their neighborhood on October 31. Interested consumers elsewhere can participate in the digital contest via social media throughout the month for a chance to win cash prizes.

The takeaway

Consumers can leverage holiday-themed marketing campaigns to access promotional prizes through simple social media engagement. Participants should ensure their submissions align with official contest guidelines to remain eligible for the $5,000 or $10,000 awards.

Further reading

Learn more about local promotional events on our Contests page.

More information

For official details on how to enter, visit the contest submission and rules portal.

Live Poll

Are you planning to purchase special seasonal candy treats for the upcoming holiday season?