For anyone that doesn't have children, work with children or have anything to do with products aimed at children, it might comes as some surprise to know that the number one children's juice drink brand is Fruit Shoot. Yes, I'd seen it at petrol stations and on supermarket shelves, but I'd never really paid it much attention. 

Recently I've been dealing with a couple of agencies who have been working with the product, and now I have a Fruit Shoot eye: I can spot one of those distinctive easy-grip, child-friendly bottles at 500 yards. 

Fruit Shoot mania looks set to continue, as the brand prepares to kit children out for the upcoming Halloween period. Like it or loathe it, the US tradition of "Trick or Treat" is now firmly entrenched in the UK Halloween tradition. Come the end of October, households will be terrorised by legions of miniature monsters, wizards and fairies as they comb the neighbourhood for free sweets. 

Fruit Shoot is taking full advantage of the opportunity, with the production of a "Trick or Treat Spooklet", from The Marketing Store. Fortunately, this contains harmless activities for kids and adults more along the line of "how to make oozing finger cakes" as opposed to "how to frighten old people by banging on their front door on a dark evening".

The nicest touch is the way the booklet involves children and adults in its activities, which are gruesomely wholesome. At least if little sugar rushing monsters do come to call, they should be well behaved. 

Fruit Shoot have also been involved in some excellent work in building online communities for parents. Full case studies will appear on Cream soon.