Viva Valentine!

As you gradually recover from the "love is in the air" syndrome after the global annual celebration V-day is just over, let me share with you how the mega event has panned out over centuries and where it stands today. 

Ironically, the origin of Valentine's day was far from being romantic - as it was the cold-blooded beheading of Saint Valentine by a Roman emperor on 14 February 270 AD. It became part of the mainstream religious culture when the Roman Catholic church decided to honor the tragic day by observing it as a 'feast day'. 

In literature, the first mention of this day was found in a poem named 'The Parliament of Fowls' by the English poet Geoffrey Chaucer (1340-1400). If you remember William Shakespeare's (1564-1616) from your school days, you should recall Ophelia's song in Hamlet: "Tomorrow is Saint Valentine's day, All in the morning betime, And I a maid at your window, To be your Valentine". As time marched forward, more and more countries and cultures embraced this tradition of expressing one's love - be it the romantic notion of love, the love for family members and friends, or even self-love.

 Centuries passed...

February 2022. 

Have you noticed how the marketers made the V-day more 'broad-based' by transforming the 'day' of love into the 'week' of love? Though personally, I believe, it reeks of a little bit of desperation, the pre-event marketing activities leading to the V-day march ahead is relentless. According to the Washington-based, National Retail Federation, Americans are going to spend $23.9 billion this year ($21.8 billion in 2021) for a "gift of experience" courtesy of the love-dripped week.

In India, savvy brands scurry to cash in on these week-long opportunities to declare how much they want you to express love (by opening your wallet) and they nudge us in the right direction through emotional social media campaigns that light up the emotional brain.

Few notable marketing performances: Ferns and Petals reported a 40 percent growth compared to last year with Rs. 55 crore revenue and 4.75 lakh orders during this period. Starbucks' new product ranges spread the warm feeling of love through "red velvety latte" and heart-shaped truffles. Mars, the chocolate maker's message was direct and to the point which simply says "I love you". Nike's apparel and footwear encouraged couples for a 'romantic' workout. Amazon's platform is full of V-day coffee mugs and cushions to facilitate the processes of 'propose', 'promise', 'hug', and 'kiss'.

In the end, let us discuss the research finding that marketers should not overlook in this frenzy. Valentine's Day spending was $15 billion in 2009 which has grown to $21 billion in 2021 but Americans celebrating dropped from 63 percent to 52 percent. The number probably reflected the customer segment who are lonely, NOT looking for love, and refuse to follow the herd on this day. To honor their individual choice brands are exercising "thoughtful marketing" these days. Mondelez India's OOH (Out of Home) advertising campaign addressed this issue when it integrated two brands from its portfolio (Cadbury Silk and Five Star) to communicate to two customer segments (loveahoic and love phobic). Should other brands follow suit or is it a risky move? Point to ponder.