Valentine’s Day is this weekend’s and brands are bringing their best for the lover’s holiday. From the expected candies and jewelry to the truly strange –we’re looking at you Natural Light– here is a roundup of how some brands are celebrating the day of love.
Sweet Treats
Sweethearts
Based on company research revealing that three-quarters of Americans are looking for more affordable Valentine’s Day options, Sweethearts, maker of the iconic sugar-candy hearts, is updating its messaging to relate. Now included as phrases are “SPLIT RENT,” “SHARE LOGN.” and “BUY IN BULK” alongside the classic “CUTIE PIE.” “LOVE BUG,” and “MARRY ME” messages.
Brachs
Not to be outdone, Brach’s is updating its candy hearts offering with a new line of “Sweet Bright” Conversation Hearts. The new treat is line of fruity flavors, such as Blue Raspberry, Fruit Punch, Lemon-Lime, Orange, Cherry and Pineable. The new hearts are imprinted on both sides with complementary modern and classic messages such as “YAAS” and “QUEEN” or “CUTIE” and “SWEETIE.” Some of them also feature emojis and the American Sign Language symbol for “I Love You.”
Ghiradelli Chocolate Company
The San Francisco-based chocolatier Ghiradelli Chocolate Company is bringing back its popular gift, the Chocolocket. A combination of jewelry and candy, the Chocolocket is a 14K gold-plated locket designed to resemble Ghirardelli’s gold-foil squares that holds one mini-square of chocolate. This year’s version, available online, will be sold in pairs to make giving and matching easier.
The Savory Side
Wisconsin Cheese
For those who consider the holiday to be a little cheesy, Wisconsin Cheese is selling a “Wedges of Love” cheese bouquet box filled with artisan cheese. The $100 boxes (which come with overnight shipping) is going to be perfect for the two-thirds of Americans (according to the company) who would trade a dozen roses for a dozen wedges of cheese. Those same two thirds also proclaim cheese as their “love language.”
Crave Brothers Farmstead Cheese
Wisconsin Cheese may be on to something. Crave Brothers Farmstead Cheese has launched a Valentine’s Day-themed campaign that depicts cheese boards as indicators of the different stages and styles of relationships. There’s a “New Couple” board, a “Together Forever” board, a “Chill Couple” board, and one for “Galentines.” There does not seem to be a “Let’s Just Be Friends” board, however.
Buldak
Instant noodle company Buldak is using Valentine’s Day to launch a campaign around its spicy noodle options. The new “Hotter Than My Ex (HTMX)” global campaign is a celebration of knowing your worth designed to resonate with GenZ’s values of self-confidence, self-expression and self-love. The brand has partnered with K-pop band BOYNEXTDOOR to be the face of the campaign, using a reimagined version of the band’s “Earth, Wind & Fire” hit as “Bulday Hotter Than My Ex Ver.” (The band participated in conceiving the rewrite.)
Jewelry
JC Penney
In a bit of counterprogramming, JC Penney is saluting those relationships that were. The retailer is offering a one day jewelry “Ex-Change,” where customers can trade baubles from past relationships for a lab-grown diamond necklace in gold or silver. For Free. (Those that don’t want to go to the store can use the code, “Excuse,’ online to unlock discounts on jewelry.) The rejected and collected jewelry will be donated to Good360 to be repurposed and given to someone else.
BuzzBallz
Alcoholic drink purveyor BuzzBallz is giving one person the chance to prove he has what it takes (the brand calls it “ballz”) to make a commitment. Offering a pink diamond via an online auction. The promo is really to showcase the brand’s new Pink Lemonsqueezy packaged cocktail The ring, valued at $35,000, is up for auction on eBey with a starting bid of $2.14.
Dave & Busters
Didn’t get the BuzzBallz ring? Don’t fret. Dave & Busters is placing five, 3-carat diamond engagement rings (valued at $15.000 each) inside its Human Crane game in select locations. (The game, for those unfamiliar, is an oversized version of a claw game, except in this version people do the grabbing.) The dining and entertainment company is also offering a $99 Date Night Duo Deal, which includes a dinner and two 90-minute all-you-can-play game cards.
Dining Out
Red Lobster
Nothing says love like seafood and soft lips. In a most unusual pairing, Red Lobster is teaming up with Vaseline to bring a Valentine’s Day experience to the restaurant chain’s Time Square location. The deal includes a $140 five-course meal for two and two of the chain’s cocktails inspired by Vaseline’s V-Day-themed Lip Therapy Collection (including UR Mint for Mojito and the I Love You Berry Much Frozen Daiquiri).
Jimmy John’s
Continuing the “seafood is love” theme (which we had no idea was a thing), Jimmy John’s is offering a buy-one, get-one promo on its Toasted Club Tuna sandwich. The sandwich is apparently inspired by the use of a tuna sandwich in the popular show, “Heated Rivalry,” to signify moving from rivalry to romance.
Hardee’s
It’s not Valentine’s Day without some heart-shaped food. Fast-food chain Hardee’s is bringing back its heart-shaped biscuits for a limited run through Feb. 15. The “Made from Scratch” biscuits will be included in the chain’s breakfast sandwich offerings. To help wash them down, Hardee’s is also unveiling a new iced coffee drink as a permanent menu item.
Krispy Kreme
Krispy Kreme has launched a line of heart-shaped Valentine’s Day donuts to help people skip the cards and share what they really want. The brand is encouraging people to show off their donuts and sweeties via a social media promotion, awarding a dozen fans who tag the brand with two dozen free donuts (12 for them and 12 for their honey.
7-Eleven
For those who may have procrastinated too long, or just want to make things quick, 7-Eleven has heart-shaped donuts topped with red, white and pink sprinkles and is offering a promotion for customers to get two 7-Select King-Size Chocolate Bars for $4. (7Rewards members can also get two cookies for $1.) The brand also knows plenty of people don’t want to go out, offering $14 off orders of $30 or more in its 7Now app (using the promo code “LOVER”).
Smoothie King
Smoothie King is teaming with TV personality Tyler Cameron on a chocolate-covered strawberry-inspired drink, the “Berry Smooth Smoothie.” The smoothie contains strawberries, cocoa and a proprietary protein blend. To complement the drink, Smoothie King is also launching a new Egg & Avocado Signature Toast to its menu.
Tropical Smoothie Cafe
Knowing that most people love their pets as much as their partners on Valentine’s Day, Tropical Smoothie Cafe is offering a line of “Fur-Ever Duo” menu options. The meal-deal includes a Puppy Power Bowl (Greek yogurt tapped with peanut drizzle) along with a Chocolate Covered Strawberry Smoothie (presumably for the humans). The products will be available through March 3.
Staying In
DoorDash
Not everyone wants to go out for Valentine’s Day. For the fourth year in a row, DoorDash is activating around the holiday with a new campaign built around the fear of getting a gift wrong. The effort features a power ballad, “You Shouldn’t Have” and a video of cringey vignettes (such as badly rendered crafts and making a grand gesture too early) that cover an array of relationships. The campaign is the fourth for the brand from GUT LA and is running on CTV, OLV, digital and social.
Instacart
Or just get some flowers. Instacart is using this year’s Valentine’s Day to launch its first nationwide pure-play floral partnership with 1-800-Flowers. For the first time, customers across the country can order fresh flowers from the floral company directly through the Instacart app, promising free and fast delivery.
Pets
Fresh Step
As Tropical Smoothie knows, pets are true loves of our lives. Driving the point home, pet product company Fresh Step has launched a “Date Cats, Not Humans” takeover of Bumble’s dating app. Using a PSA-style video featuring reality star Ariana Madix encouraging people to trade in dates for cat companionship, the campaign features adoptable cats from Best Friends Animal Society.
Stayinpineable
Or perhaps a special getaway is in order. Boutique hotel brand Stayinpineapple is bringing back its “Pineapple Pup Plus One” offer, which lets pets stay free throughout the year for bookings made in February. The pet amenities for those stays include collapsible water bowls, dog waste bag dispensers, treats and access to the brand’s Pet Wellness Program, which offers resources and tips to make the stay more enjoyable.
Build-a-Bear
Or perhaps you prefer pets that don’t need to be fed or cleaned-up after. Build-A-Bear Workshop is adding to its “After Dark” collection with a new “Silver Fox” stuffed animal. The salt-and-pepper furred, tuxedo-wearing, martini-clutching toy “embodies the confident, grown-up energy that defines After Dark.” Those who want the risque plush can also add a Record Your Voice sound chip to make things more “personal.”
Other
Natural Light
Fresh off its bid to keep lawncare enthusiasts fit, Natural Light Beer is looking to help them with some more adult-oriented exercise. The brand has launched a line of “Lawngerie,” in the form of a lacy, silky protective cover for lawncare equipment. Like the brand’s grass-covered treadmill, there is only one set of Lawngerie available, which the brand is offering via a social media sweepstakes.
Igloo
Cooler brand Igloo has partnered with Sweethearts Candies and Sanrio to bring consumers an assortment of Valentine’s Day-themed, conversation-heart covered coolers and cookware. The limited-edition line includes a Sweethearts Be Mine Cooler Bag shaped live a conversation heart and a 32-ounce stainless steel travel mug, which includes a heart-shaped straw topper.
WorkWhile
And finally, for those who see Valentine’s Day as a way to move on, AI-powered labor platform WorkWhile is launching a new campaign, “Break Up with the Past.” The effort, timed to Valentine’s Day, encourages workers across America to dump outdated manual labor practices in favor of the ease of machine learning. The largely outdoor campaign uses phrases like “Break up with the ‘Can you stay late?’ text” and “Break up with the two-week wait for a paycheck.”
