Brands jump on Valentine's Day bandwagon

By By Wenlei Ma | 14 February 2012
 

Advertisers including Qantas, Coles, Woolworths and Purina are cashing in on Valentine's Day with tactical campaigns to try to lure the sentimental romantics.

Big brand advertisers have launched campaigns to promote Valentine staples including flowers, chocolates and jewellery.

The supermarket giants, Coles and Woolworths, have both taken out ads in newspapers today spruiking roses, champagne, chocolates and heart-shaped cakes.

Prestige jewellery brand Tiffany's ran an ad in The Australian featuring diamond heart-shaped platinum pendants.

Qantas has used an existing ad featuring Dame Edna Everage to promote a Valentine's Day sale with special fares for two people on premium economy and business class seats.

Pet food brand Purina ran a cheeky newspaper ad with the pun, “Say it with liver”, selling its liver crackers dog food as the “ultimate Valentine's Day treat”, while competitor My Dog also took advantage of the occasion.

Playboy brand condoms placed an ad wishing consumers a “safe and happy” Valentine's Day while pasta brand Leggo's took out an ad in Sydney's The Daily Telegraph's “Valentine's Day” classifieds special.

Other advertisers include Event Cinemas, Universal Films, Tip Top, The Herald Sun and New Zealand brand Tui.

Critics of Valentine's Day often point to the rampant commercialism they feel the holiday has come to symbolise.

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