Brands on Valentine´s that actually get it.
Every year, brands flood the market with Valentine’s Day campaigns that feel indistinguishable from one another. The same visuals, the same predictable messaging, the same uninspired promotions.
The problem isn’t the theme—love is universal. But when brands rely on recycled ideas, they fail to create any real connection with their audience. Consumers have seen it all before:
Picture-perfect couples exchanging generic gifts with staged smiles.
Overused phrases about love being in the air.
The obligatory 14% discount because the date conveniently fits the promotion.
Yet, a few brands understand that Valentine’s Day is more than a seasonal sales opportunity. Instead of following a tired formula, they challenge conventions, explore fresh perspectives, and craft campaigns that resonate.
What these brands did differently
Savage X Fenty – “Love Your Way”
Love isn’t just about romance. Savage X Fenty redefined the narrative, celebrating love in all its forms—self-love, friendship, and confidence. Instead of presenting lingerie as something worn to impress someone else, the campaign positioned it as an expression of personal empowerment.
This worked because it wasn’t an opportunistic repositioning; it aligned perfectly with what the brand has always stood for—boldness, inclusivity, and breaking outdated norms. It spoke to those who might feel left out by traditional Valentine’s Day marketing, from singles to those prioritizing self-care. And visually, it defied convention, steering away from pastel pinks and soft romance in favor of striking imagery that felt powerful rather than passive.
Skims – Lana Del Rey as cupid
Skims avoided the usual approach of marketing lingerie for Valentine’s Day by crafting a dreamlike narrative starring Lana Del Rey. Instead of a conventional “date night” angle, the campaign leaned into nostalgia, mystery, and high art, turning the visuals into a cinematic experience.
The success of this campaign wasn’t just about celebrity influence. Lana Del Rey’s persona—wistful, romantic, and visually distinct—was a perfect match for the aesthetic Skims aimed to create. Shot by Nadia Lee Cohen, the campaign blurred the lines between fashion photography and surreal storytelling, making it as much about an atmosphere as it was about the product.
Red Robin – The onion ring proposal contest
While most brands leaned into grand romantic gestures, Red Robin took an unexpected route—humor. The campaign encouraged couples to propose with an onion ring instead of a diamond, offering winners a real engagement ring along with a year’s supply of onion rings.
The brilliance of this campaign was in its shareability. A playful challenge like this naturally lends itself to organic social media content, as couples documented their unconventional proposals. It also helped Red Robin reinforce its identity as a lighthearted, fun brand that doesn’t take itself too seriously—something particularly effective in a holiday often associated with excessive sentimentality.
Snickers – the valentine’s day panic fix
Forgetfulness is a real Valentine’s Day problem. Snickers, known for its “You’re not you when you’re hungry” tagline, turned this into a humorous out-of-home activation by installing last-minute Valentine’s Day card dispensers. The campaign catered to those who had completely forgotten the holiday, offering a quick fix with a mix of humor and practicality.
This worked because it tapped into real human behavior. Many Valentine’s Day campaigns focus on romance and sentimentality, but Snickers acknowledged the stress, the forgetfulness, and the panic of last-minute shoppers. The vending machines were more than a functional solution—they became a talking point, a moment of self-aware humor that people could relate to. And by tying the concept back to hunger-induced forgetfulness, Snickers stayed consistent with its brand voice, ensuring the campaign felt authentic rather than opportunistic.
Deliveroo – #ThirdWheelKevin
Valentine’s Day marketing overwhelmingly targets couples, but Deliveroo took a different approach. The #ThirdWheelKevin campaign recognized and embraced the people left out of traditional celebrations—singles, friends, or even those who unintentionally became third wheels.
By turning what could have been a negative experience into something entertaining and relatable, Deliveroo stood out. The humor-driven campaign resonated with an audience often overlooked, while also ensuring widespread social media engagement. It wasn’t just another brand pushing a meal deal; it was a campaign that made people feel seen.
Coca-Cola – the bus stop love story
Some of the most effective advertising doesn’t sell a product directly—it tells a story that resonates on a deeply human level. Coca-Cola’s Valentine’s Day ad took a simple but powerful approach: two strangers waiting at different bus stops, unaware that they are just one stop apart from meeting.
The magic of this campaign lay in its subtlety. There were no exaggerated emotions, no scripted love stories—just a real, relatable moment that captured the anticipation, chance, and fate that often define love. By letting the story drive the ad rather than the product, Coca-Cola created an experience that felt natural and memorable, rather than forced.
Love letters to New York city – A celebration of genuine connection
Popup Florist’s Love Letters to New York City campaign stepped away from commercialism entirely, focusing instead on the emotional essence of the holiday. New Yorkers were invited to submit anonymous love letters, which were later displayed in a public gallery alongside floral installations inspired by the messages.
The campaign’s power lay in its simplicity. By prioritizing real human connection over selling a product, it organically generated media coverage, social shares, and word-of-mouth marketing. It positioned the brand not just as a florist, but as a facilitator of meaningful moments. In a season dominated by consumerism, this campaign proved that authenticity can sometimes be the most effective strategy.
Key trends that defined these Campaigns
The most impactful Valentine’s Day marketing this year went beyond generic love stories and explored deeper emotional and cultural themes:
Inclusivity & Representation: Savage X Fenty’s campaign spoke to all forms of love, breaking away from the traditional focus on couples. Deliveroo’s #ThirdWheelKevin reminded brands that not everyone celebrates Valentine’s Day in the same way, and that diversity in messaging matters.
Cultural Relevance & Storytelling: Skims’ campaign didn’t just sell lingerie—it built an immersive world that aligned with the aesthetic and persona of Lana Del Rey. It proved that tapping into cultural touchpoints can make an ad feel like an event, rather than just another seasonal push.
Humor & Shareability: Red Robin and Snickers leveraged humor to cut through the noise. Funny, unexpected campaigns are naturally shareable, creating organic buzz without relying on heavy media spends.
Solving Real Consumer Needs: Snickers succeeded not by being emotional, but by being useful. Addressing a tangible problem—forgetting Valentine’s Day entirely—ensured that the campaign had an immediate impact.
Authenticity & Emotional Connection: Popup Florist’s campaign was a reminder that not all marketing needs to be transactional. Brands that create emotional experiences rather than just selling products build deeper relationships with their audience.
Subtle but Effective Storytelling: Coca-Cola’s campaign proved that romance doesn’t need to be extravagant to be meaningful. A simple love story, told through an everyday moment, can be just as powerful as a big-budget commercial.
The takeaway
If a campaign doesn’t stand out, it doesn’t exist.
Romance isn’t the only angle. The best campaigns speak to the outliers.
Humor, nostalgia, and cultural relevance make a stronger impact than generic love stories.
People don’t need another predictable campaign. They need something that makes them feel something real.
