For the most non-traditional Halloween to-date, H&S embarked on an integrated PR, influencer and talent plan to hero the latest expression to join the BACARDI Rum Portfolio - BACARDI Spiced - as well as the limited-edition spooky bottle of BACARDI Superior, back for the second year in a row.

To make sure consumers knew that Halloween was not dead, we showed them all the ways they could celebrate from home with beauty tutorials from influencers who spiced up their partners and friends’ looks on Instagram. For more widespread buzz, we tapped Halloween superfan Vanessa Hudgens and her bestie GG Magree who held a cross-country virtual ‘spooky date night.