Ah, Valentine’s Day.
The flowers, the teddy bears, the chocolates, and the ever-enduring red hearts.
Yes, this all screams February 14th. But how many of these associations are generated almost entirely by marketing campaigns and visuals?
In the two weeks preceding this dedicated day of love, my social media ad algorithm had already started dropping hints. Hotels, salons, bakeries, confectionary brands, bookstores, and indie record shops all pleaded for my attention in hopes of increasing their website traffic and conversion rates. How romantic?
Every brand seems to have its own spin on it too. There’s Galentine’s or Palentine’s Day to celebrate friendship. There’s the promise of winning over the love of your life for the hopeless romantics. There are anti-Valentine’s Day offers for the hopeful cynics. And the staple bouquet of roses signals continued commitment even to those already in long-term relationships.
Until the early-1800s, Valentine’s Day was largely about evoking literary tradition by orally sharing songs and declarative love poems. It wasn’t until the 1850s that printed greeting cards became commonplace tokens for expressing passion, desire, and love.
Fast forward to the present, Valentine’s Day is almost exclusively a gift-centric celebration. As the fateful date approaches, we expect flowers, candy, or at the very least, a loving note. By engineering, this obligation to give and anticipation to receive, brands like Cadbury, Swarovski, TCS Sentiments, Hallmark, and many others, have capitalized on something so painfully and purely human: the desire to love and be loved.
Does luxury really equal love?
Buying a gift expresses the extent to which you value a social relationship. An occasion like Valentine’s Day gets even more attention than Mother’s Day, another gift-centric holiday. And arguably, this is because Valentine’s Day is not just about your loved one. It is also about you and receiving the reassurance that you matter. The day demands that couples, singles, and friends participate in some theatric show of affection and togetherness —or be doomed to…well, irrelevance.
With this pressure, imagine the horror of not having a Valentine.
No one around to “Say it with flowers,” “Create a moment to remember,” or “Surprise your loved one.”
In addition to acting as an affirmation of one’s personal value, Valentine’s Day products have also come to symbolize the strength of a given relationship. A notorious blueprint for this type of marketing can be credited to the DeBeers Diamond Company when they launched the crafty “A Diamond is Forever” campaign in 1947. By sentimentalizing the gems, a diamond engagement ring became a mandatory item used to declare lasting love and commitment.
Luxury brands like Pandora or Ralph Lauren use similar tactics in their Valentine’s Day campaigns, emphasizing that purchasing these high-end products will “Show them they’re worth it.” The price and quality of the gift act as a measure of your care for the recipient.
This blend of commercialism and love points to a global cultural phenomenon where no one is quite sure of their place in relationships unless some level of spending and theatrics proves it. Love is somehow both transcendental and transactional.
What if brands emphasized the power of connection, gratitude, and care on Valentine’s Day?
Despite the quality of many targeted ads, a handful of brands portray love beyond its transactional performance. Here’s a list of some of our favorite Valentine’s Day campaigns.
Valentine’s Day Special: Netflix India, 2019
In 2019, Netflix India released a series of short films capturing the budding connections between people who started streaming shows together. The films capture the little moments of love. Moments like sharing a meal, holding hands during a scary film, or being faithful by not watching episodes ahead of time. These aren’t ads so much as they’re glimpses into moments of tenderness — mirroring what real connection can look like.
Love Me Tender: World Wildlife Federation, 2021
In 2021, the WWF created a heartwarming awareness campaign, calling its audience to “Love it or Lose it”. The campaign video encourages appreciation and care of our natural surroundings lest we risk losing them. Our emotional investment is high as the remake of Elvis Presley’s “Love me tender” plays in the background. This campaign is a great example of how brands can use Valentine’s Day to raise awareness, not just create revenue.
Hico, Always by Your Side: Hico, 2023
Some brands break the mold and instead suggest they be our Valentines. The local ice cream brand Hico plays into this trope through their recent Valentine’s Day ads. The brand uses slogans like “The only guaranteed dhokla-free love,” “The original sweetheart,” and “Your One True Love.” As a result, Hico declares their ever-present love and affection — whether in happiness or sadness. Let’s be honest, that’s way more than your three-month situation ever did, and the resulting brand affinity is invaluable.
They Made Her Shine: She Says, 2021
She Says prompted women to write thank-you notes to mentors who have helped them rise in their careers. As a global network championing women in creative industries, the organization certainly encouraged women to spread love while facilitating introspection and guided gratitude. As part of the Valentine’s Day campaign, these thank-you notes were written through their website and delivered on Instagram.
The Cards You’d Never Send Them: We’re Not Really Strangers, 2023
This card game encourages unbridled vulnerability and connection with others. In that spirit, it has launched a set of messages addressing lost love. These fictional cards bear messages like “you hurt me. rlly bad. miss u”. They speak to the more complicated emotions around love, infatuation, and romance. These messages are communicated via email marketing to destigmatize the shame around heartbreak.
Final word
While there is obviously nothing wrong with getting your loved ones the staple chocolate and flowers this Valentine’s Day, consider if it’s indicative of the secure love we all crave. Do you really need to show it with roses or chocolates? What others ways of expressing love are there?
