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POSTED 13.2.2018

Money can’t buy you love, but love can make you money!

It doesn’t matter whether you’re single or attached this Valentine’s Day, businesses will be doing their best to target you with their clever, or not-so-clever, PR and marketing campaigns.

By Emilee Jennings

Valentine’s Day has always been a controversial holiday, one that people either love, or love to hate.

But for brands running Valentine’s PR and marketing campaigns, it’s all about the love.

While the romantic elements of Valentine’s campaigns are designed to tug on your heartstrings, some are also guaranteed to pull on your purse strings.

Here, we list some of the most eye-catching Valentine’s Day campaigns from the well-meaning to the self-serving and even downright silly.


True love sparkles

Jewellery giant, Pandora seems to know exactly the way to a woman’s heart —through her partner’s wallet.

Its slogan —  “Do surprise her this Valentine’s Day with something she would have chosen” —  has just the right balance between tongue-in-cheek humour and downright pushiness.

On one hand, Pandora could be blamed for guilting people into spending money on their other halves. But on the other hand, its motives are all about making sure women get the jewellery that they really want.


Shred your ex — for free chicken wings

Valentine’s Day can be an insufferable affair if you’re single, but international restaurant chain Hooters ensures it’s a day for all.

Since 2016, Hooters has been encouraging single people to celebrate Valentine’s Day by shredding a picture of that horrible, no good ex —all in the name of free chicken wings. This could be quite a therapeutic and entertaining way to spend Valentine’s Day – especially if you’ve been burnt recently.


Hungry? Grab a free card

Valentine’s Day is one of the biggest days of the year for chocolate sales, which means it’s bound to inspire some clever advertising from brands.

Last year, Snickers put a twist on their ongoing campaign “you’re not yourself when you’re hungry”. The chocolate bar brand ran a billboard campaign “you’re forgetful when you’re hungry” in London reminding people who may have forgotten to pick up a Valentine’s Day card.

But what made this campaign all the more special was the fact that each of the 15 billboards had 300 cards that could be peeled off and given to a loved one – handy if you’re in a mad dash home!


Nine months later…

Sharing the love is not just for Valentine’s Day as IKEA Australia demonstrated.

In 2013, IKEA advertised a special promotion in Australian newspapers, offering a free cot to anyone who had a baby exactly nine months from Valentine’s Day on November 14th.

To get their hands on the free cot, parents had to hold onto the coupon until November and present it to IKEA with “proof of birth”.


Quirky, romantic and laugh-out-loud ideas can result in a brief love affair with the media, but if you’re looking for something more long term, give us a call on +353 (0) 1 685 3029 and we’ll set you on the right track.