Global brands get creative, launch top marketing campaigns on Valentine’s Day
By Abimbola Mohammed
To make the most out of this year’s Valentine’s Day, capture maximum attention and garner more loyal customers, some global brands launched unique creative campaigns for their digital and traditional media.
Some of the brands, which used storytelling campaigns to connect with their customers, include: PepsiCo, Revlon, Gucci, Cadbury 5 Star, and Toblerone.
PEPSICO: Pepsi launched a fun and quirky digital film with actor and brand ambassador Salman Khan (Indian actor) that encourages youngsters to own their singlehood with SWAG. In its quintessential and irreverent manner, the brand also unveiled a limited edition set of ‘Swag Se Solo’ cans giving its consumers an ultimate symbol of carrying their singleton status on their sleeves.
REVLON: Revlon, a well-reckoned cosmetic company, tied up with Google to launch a personalized Valentine’s Day gift e-card program that was named “love is on.” Further, they allowed followers to share those animated gifs on a variety of platforms. Revlon knew how to connect with the audiences and choose the occasion of Valentine’s Day for their brand promotion.
Gucci – Love Story Zine: There was much to love about Gucci’s Valentine’s Day campaign; the brand released a “zine” titled ‘A love story’ a fairytale-style love story featuring the artistic photographs and creative inspiration of visual artist Ariana Papa demetropoulos, and showcasing the Gucci collection throughout. A story not just of love but of Gucci flair, luxury and artistry, the limited edition zine is available as a hard copy, or digital version via a dedicated website. It’s a confident and perfect merging of old-world class and low-tech magazine, with an up-to-date omnichannel approach.
Cadbury 5 Star – Valentine’s Day Alibi: Indian confectionery brand Cadbury 5 Star is giving singles the best gift ever for Valentine’s Day a perfect alibi to get away from all the romance of the season. Instead, customers can win a chance to go on a holiday to a rented island, renamed “My Cousin’s Wedding”. So when singles are asked the dreaded question, “What are your plans for Valentine’s Day?”, they can finally answer truthfully: “Traveling to My Cousin’s Wedding!”. Of course, the island will be a haven of single life, with no red colour allowed anywhere. To enter the competition, just scan the QR code on any Cadbury 5 Star wrapper. Simple, resonant, humorous, and pure genius!
Toblerone – Be More Thoughtful: Chocolates are one of the most popular go-to gifts on Valentine’s Day, with around $1.8 billion spent on candy just in the US. This ad puts a clever twist on Valentine’s stereotypes, by showing couples giving cringe-worthy and disastrous gifts. We all know that awful feeling of a gifting fail, so the ad is completely relatable. Although the slogan “Be More Thoughtful” comes off sounding a bit preachy, it definitely rings true and inspires us all to do better with our Valentine’s Day gift shopping. How? By buying a Toblerone, of course!
Heinz Ketchup: McCain Fries and Heinz Ketchup launched cross-marketing campaigns about “a new romance between Heinz Ketchup and McCain French Fries” that has been playing out on social media since February 1st. Followers of both brands noticed that McCain and Heinz had unfollowed everyone on their Instagram accounts except for one another.
Flirty tweets turned into more extreme displays of love. McCain sent Heinz a tray of floating french fries to eat in the bathtub after a long day. Heinz introduced jewelry, sharing a gold locket filled with ketchup, showing how McCain dunked its way into Heinz’s heart. New billboards were erected in front of McCain and Heinz’s corporate headquarters in Toronto thereafter.
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