"An adult product like beer and a children's holiday don't mix. . . . If the beer manufacturers were telling the truth when they say they only want to reach adults with their advertising and promotions, they would agree to stop exploiting images associated with a children's holiday."

Advertising for beer included provocative "fun" imagery: black cats, vampires, bats, spider webs, jack-o-lanterns, and monster masks. Elvira, a well-known television character also known as "Mistress of the Dark", became the spokesperson for Coors Light, the "official beer of Halloween". She was featured in a six-foot cardboard cut-out with a beach bum Frankenstein from "Mali-Boo" beach. Budweiser used paper masks as advertisements, Miller Light created glow-in-the-dark bottles and shopping bags with monsters on them. Beer Manufacturers continually argued that their advertising was intended for adults, but Hands Off Halloween coalition members were quick to point out the obvious appeal to children.

In the Hands Off Halloween campaign packets, organizations were asked to become involved on a local, state, or national level. Locally, individuals asked beer retailers through a petition not to display Halloween-themed beer ads in their stores. The Southland Corporation, in particular (7-Eleven Stores), was petitioned to remove these advertisements. Also, organizations were encouraged to protect children under existing state laws.

The primary demand of Hands Off Halloween was that beer advertising and marketing materials should not depict any symbols or characters associated with Halloween. As a result of this campaign, many organizations mobilized nationally regarding Halloween liquor advertising and liquor ads that target young people in general.