Hershey is reinventing Halloween marketing by extending seasonal campaigns beyond October through nostalgia, influencer partnerships, social media engagement, and limited-edition products. With a 20% increase in its marketing budget, the company aims to build emotional connections and encourage earlier purchases. The strategy also reflects a broader shift in how consumers discover products. Jim Yu, founder and CEO of BrightEdge, an SEO and AI search optimization company, highlights the importance of adapting to evolving search behaviors as AI reshapes product discovery. For brands like Hershey, combining creative storytelling with strong visibility across traditional search engines and AI platforms can help capture consumer attention throughout the buying journey.