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It’s no secret that Valentine’s day is a major marketing holiday, but how do brands not selling typical Valentine’s Day goods take advantage of the holiday?

According to Drive Research, It’s estimated that 52% of consumers celebrate Valentine’s Day, and spend close to $192 on the holiday. There is a huge opportunity for brands to take advantage of the date with clever marketing campaigns that convince consumers their product can connect to Valentine’s Day in a unique way.  Let’s take a look at what non-traditional Valentine’s Day brands are doing for the holiday, and what messages they aim to share. 


Uber is attempting to prevent drunk driving in New Mexico this Valentine’s Day. On a day often associated with celebration, Uber launched its “Take a Ride on Us” program that is offering discounted Uber rides to users in Sandoval and Bernalillo Counties. Instead of focusing on selling rides this Valentine’s Day, Uber is spreading a message of safe transportation while also encouraging celebration. The campaign is in partnership with Bernalillo County Department of Behavioral Health Services, Sandoval County DWI Prevention and the New Mexico Department of Transportation. 


Peloton is empowering women this Valentine’s Day with its “Galentine’s Day” offer of four two-for-one workout classes designed to celebrate female friendships by taking the classes with a friend. One of the class descriptions reads: “Time to celebrate the friends that love us, support us and empower us.” 


Heinz is taking a more humorous approach to Valentine’s Day this year with its “Emotional Support Ketchup Bottle”. It is a 14-ounce glass bottle of Heinz ketchup that comes with a silicone cap, an adjustable strap and custom stickers. It’s available for a limited time on Amazon. 

Hendrick’s Gin

The gin company created a “Bottle-Positive” lingerie set for Valentine’s Day labeled “Gintimates”. Henrick’s released a bottle corset for its gin bottles, a pinky garter for raising a pinky in a toast, and a cocktail rose for martini glasses. Henrick’s aims to help couples have a little fun while connecting over a cocktail this Valentine’s Day.

Utah Transit Authority 

The UTA is offering a unique Valentine’s Day experience for riders in the downtown Salt Lake City area. Couples on their way to date spots are invited to ride the “Date Nite Train” for a commute filled with comedy shows, bingo games and candy. Riders have the opportunity to win prizes on the way to their destination on a train ride they’re sure to never forget. 

National Volunteer & Philanthropy Centre

The NVPC, an organization fostering volunteering in Singapore, launched its Valentine’s Day campaign “Share the Love” to show its support for volunteers. It released a heartwarming video full of volunteers and smiles to encourage Singaporeans to express their love through volunteering with the people they care about. 

While none of these brands and their products and offerings are normally associated with Valentine’s Day, each found a unique way to tie themselves to the holiday. Each found an angle to foster community involvement, celebrate friendship, inject humor and connect with consumers. 



Drive Research


City of Good

Pelo Buddy


ABC Columbia



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