It's October and it's hard not to notice that Halloween is looming. Once just a candy holiday, Halloween is now a marketing super-event, closing in on New Year's and the Super Bowl as one of the biggest parties of the year. The party starts earlier every year and this year's theme seems to be too much "pumpkin-flavored-everything" in our lives. When is too much of a good thing too much and how should marketers balance the race to create "the new" with the need to appeal to old favorites?
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