A partnership with Alicia Carmody, social activity and a new survey position adult Halloween as an expanding occasion for confectionery brands.
Ferrero is partnering with Alicia Carmody of The Real Housewives of Rhode Island to champion “Adultoween”, combining celebrity-led social content, a giveaway and seasonal confectionery to broaden Halloween’s appeal beyond children. Ferrero North America is using the collaboration to explore how adults celebrate the holiday and to connect its brands with a more openly grown-up occasion. The activity matters because the company’s own research suggests that many adults see Halloween as a celebration for themselves as well as for children.
The partnership builds on findings from Ferrero’s annual Halloween research, which found that 54% of American adults believe they deserve a dedicated adult Halloween night. A further 62% said Halloween is as much for adults as it is for children, providing the basis for Ferrero’s “Adultoween” framing. The company is treating those attitudes as a cultural insight that can support wider engagement around its sweets and snacks during the season.
Carmody’s contribution centres on an Instagram tour of her Halloween décor, including candy jars filled with Ferrero treats, alongside a series of “Hots or Nots” opinions about the season. Fans can join the conversation and share their own views for a chance to win Ferrero goodies. Ferrero is also conducting its third consecutive Adultoween survey, with the full findings scheduled for October 2026.
The seasonal range gives the campaign a direct retail and product dimension. Ferrero says its Halloween collection is available nationwide and includes Kinder Joy x Stranger Things Eggs, Kinder Bueno Halloween Lay Down Bags, Butterfinger Skulls, Keebler Spookie Fudge Stripes, Mother’s Eerie Critters and Kinder Joy Glow in the Dark Halloween Eggs, among other products. That mix links the cultural proposition to limited-edition formats and familiar brands rather than relying solely on influencer visibility.
For Ferrero, Adultoween offers a way to connect consumer research, social participation and seasonal merchandising within one Halloween platform. The company’s North American marketing chief, Chad Stubbs, said the idea began as an insight identified by the Ferrero Group and has developed into a broader cultural movement. The collaboration with Carmody suggests that Ferrero sees adult participation as an important lens for shaping how it engages fans during Halloween and beyond.
