Miruna Codeanu

Marketing in the times of Valentine’s Day

In hot chocolate on February 10, 2015 at 7:31 am

We have previously discussed the worldwide phenomenon “Fifty Shades of Grey” and the marketing phenomenon around it. We’re 4 days away from Valentine’s Day. Also 4 days away from the release of Fifty Shades of Grey. Advertising will be gravitating around this for the next 4 days, as previously stated: feelings sell. We, as marketers, we’re taught sex sells. Not quite. It’s not only sex. It’s sex with a setting, a nice wrap. silk and lace and feelings. This is also what those shades of grey are about. It’s a love story, a spiced up love story, still a love story. A bit more open than Danielle Steel but in the same overall lines. Advertising will be vanilla for the next 4 days.

Hallmark now has a commercial featuring a lesbian couple. Here is a clear sign that homosexuality in advertising is now mainstream: 

Cartier launched its somewhat traditional, sweet, vanilla but nice commercial:

Ikea is positioning itself as a store for couples, where commitment sells:

A mushy commercial from Interflora about odd love:

And then we have Fifty Shades of Grey, believed to be about sex. Quite contrary I’d say. Please keep in mind the due date is Valentine’s Day. However, Fifty Shades might bring something new. The popularization of sex toys. Will retailers take advantage of this trend? Will we have pop up sex shops in supermarkets? I can definitely see a market for that.

Bonus: Audi catches on the Fifty Shades of Grey trend.

Later edit: Durex joins Fifty Shades of Grey advertising hype and it is quite awesome:


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