Valentine’s campaigns 2025: Who’s feeling the love?

Love it or hate it, perhaps we can all agree that the world could do with a little more love right now. That’s why we’ve got you covered with what’s hot, and what’s not, for Valentine’s campaigns in 2025.

With February comes the season of affection (apparently). Cupid, one can only assume, has come out of his year-long hiding, strapped on a fresh loincloth, strung up his bow, and is ready to reverse the fortunes of ill-fated lovers the world over. How kitsch.

But what does this mean for brands? And more importantly, what does this mean for brands navigating their Valentine’s campaigns in 2025? Let’s face it, the year hasn’t exactly danced its way into a joyous, overflowing well of positivity and human kindness so far. There’s also the radioactive pool of public opinion to contend with, particularly when it comes to matters of the heart.

But alas, work we must. And, when it comes to a gimmicky, commercial day like Valentine’s, brands can feel under pressure to give the people what they want – before they’ve even got to grips with what that might be.

From cheeky chocolates to edible lingerie and a nostalgic twist on a childhood staple, let’s dissect some key players of Valentine’s 2025.

When they’re not fighting off a lawsuit from Cuthbert, M&S has proved itself capable of engineering some subtle cheeky marketing itself – and their Valentine’s Day chocolate collection is no exception.

This year, their ambiguously shaped chocolate has led to some heated debates online about whether the marketing is too steamy for the average shopper. The key here is ‘plausible deniability’ baby. If Granny can pick up a phallic-shaped Cupid’s arrow and innocently enjoy a chocolatey treat as much as a discerning youth can buy it to secure a modern-day hook-up, then everyone’s a winner, right? Right.

Pros:

• Bold, playful marketing (they’re not afraid to stir the pot).
• Strong visuals with a memorable design.

Cons:

• May leave a few customers scratching their heads.
• Could risk overstepping and alienating some demographics.

Despite minimal drawbacks, we think M&S have ticked all the boxes. It’s clever, tongue-in-cheek, accessible, affordable and not ‘too much’ for the pearl clutchers. Plus, it’s caused a tasty amount of coverage.

Yep. It’s time to utter that fateful name loved and reviled by the general public in equal measure: Kim Kardashian. Whatever your thoughts on Kimberly Noel’s calculated rise to world domination, not to mention her most recent alliance with a certain insufferable robot builder, one thing is undeniable. The woman knows how to to build a brand.

Now, let’s talk about Skims. Kim Kardashian’s multi-million-dollar award-winning shapewear brand has become a fashion powerhouse. No longer just about shaping bodies; Skims is shaping cultural moments with every new ‘drop’ —and this Valentine’s collection is no exception. Launching candy-inspired lingerie sets that are as hot as you’d expect, plus some PG heart motif pjs for the more conservative among us. Kim has had her new stock impeccably modelled by a slew of the most hot-right-now celebs and influencers, and it’s exactly the kind of viral marketing we’ve come to expect from the queen of social media.

Does it feel a little… much? (Maybe, but isn’t that her entire MO?) Or is it exactly the kind of “in-your-face” Valentine’s moment we’re all secretly craving? Consult your conscience and get back to us.

Pros:

• Perfectly timed to grab attention — and that’s exactly what it does.
• Kim’s social media prowess ensures this will go viral, leaving competitors in the dust.
• Sexy, confident, and empowering (if you’re into that).

Cons:

• Definitely not for the shy or conservative customer.
• A product that screams exclusivity — good for the Skims fanbase, but less so for the average shopper looking for something a little more classic, or affordable.

Skims: love it or hate it, no one can deny the brilliance of their marketing strategy.

Not just a firm favourite of Pistachio head honcho Marie Holden, Lego is also a brand that has been quietly killing it in the marketing world for years. Yes, really. Lego. From being just a kid’s toy, a recent marketing pivot has taken the brand to dizzying new commercial heights and positioned it as an inclusive brand for adults too. How? By turning “play” into an outlet for creative thinking and stress-relief. Genius. For Valentine’s 2025, they’ve decided to give us a new twist on love: by building it brick by brick. SO CUTE.

Lego’s Valentine’s selection of themed sets encourages couples to literally build their love story together. Whether you’re making a mini heart, assembling a cute couple’s sculpture, or assembling a bunch of Lego flowers that will never wilt or die (LOVE LOVE LOVE). Lego is bringing people together, one block at a time. It’s fresh, it’s fun, and it taps into nostalgia in a way that only Lego can.

Pros:

• Unique and playful approach to Valentine’s Day.
• Strong emotional appeal—after all, who doesn’t like a little bonding time while playing with blocks?
• Great for all ages—whether you’re in a relationship or simply building your love of Lego (which, let’s face it, we all have).

Cons:

• While quirky, it’s not exactly the most romantic gift you can give for Valentine’s Day (but who cares)
• It may fly under the radar for those not interested in Lego.

Our verdict? Lego has nailed it, making love last forever (or at least for the time it takes to build a mini-masterpiece together).

Each of these brands has taken put own unique twist on Valentine’s Day, which is exactly what businesses should be doing. From M&S’s playful flirtation to Skims’ boundary-pushing appeal, and Lego’s wholesome creativity, these brands are reminding us that Valentine’s Day is about more than just roses and chocolates. It’s about what works for you and your customer – no matter what tradition dictates.

The best marketing campaigns tap into what makes us tick, whether it’s desire, nostalgia, or just a little bit of cheek. So, this Valentine’s, what kind of marketing are you planning? Are you playing it safe or are you ready to make a statement?

Let us know what you think about these campaigns — are they a hit or a miss? We’d love to hear your thoughts (and maybe help you out on your next campaign).

Happy Valentine’s from Pistachio! 💘