SilverQueen & top brands show how marketers can win Valentine’s Day 2025
Explore how SilverQueen, Burberry, and other top brands are leveraging Valentine’s Day to boost engagement and sales.
Love is in the air, folks! 💕 Who’s looking to surprise their Valentine with some chocolate today?
Well, SilverQueen is making sure you know exactly where to get yours. As Valentine’s Day approaches, Indonesia’s beloved chocolate brand is back with its #BanyakMaknaCinta campaign, celebrating love in all its beautiful forms.
Whether it’s for your partner, best friend, or even yourself (because self-love counts too!), SilverQueen is all about bringing people together through the power of chocolate.
This year, the brand is going bigger than ever with the Satukan Kita Movement, a high-energy event that took over Car Free Day at Jakarta’s Sarinah on 9 February. Imagine walking by and spotting a mysterious pink box—only for it to burst open, revealing two dancers kicking off an epic dance party! Soon, the crowd joined in, proving that love and unity go hand in hand.
And that’s just the beginning. From AI-powered Love Cards to massive 3 kg chocolate bars, SilverQueen is making sure this Valentine’s Day is one to remember.
Keep reading to explore how SilverQueen pulled off this exciting campaign, check out what other brands are doing for Valentine’s Day, and discover why jumping on this love-filled moment is a must for marketers.
Short on time?
Here is what you need to know:
- What is the SilverQueen campaign all about?
- How other brands are celebrating Valentines this 2025
- Why Valentine’s Day is a key marketing moment
Patrecia Meliana
What is the SilverQueen campaign all about?
This year's campaign is highlighted by the Satukan Kita Movement, a lively activation held on 9 February during Car Free Day at Sarinah, Jakarta. A mysterious pink box captured the curiosity of passersby, and when opened, two dancers emerged, igniting a spontaneous dance sequence that quickly engaged the crowd. People from diverse backgrounds joined in, embodying the spirit of love and togetherness.
"We believe that love, in all its forms, has the power to unite and overcome differences. Through this campaign, we hope to create a positive impact in Indonesia by highlighting the beauty of togetherness and unity," said Mikhaela Bunawan, brand manager of SilverQueen, as quoted by local media.
To extend the celebration beyond in-person events, SilverQueen introduced Love Card, an AI-powered interactive platform available from 15 January to 14 February. Users can personalize their love messages by selecting three words that define their loved one’s character, uploading photos, and sharing their creations on social media.
There is also a leaderboard system, where the most active participants can win exclusive prizes, including a Pinisi Trip, drones, Insta360 cameras, Adidas Samba sneakers, and an Omakase dining experience.
To complement the campaign, SilverQueen has also launched special Valentine's Day editions, featuring:
- SilverQueen Chunky Bear
- SilverQueen Buy 2 Special Pack
- SilverQueen Montes Special
- 1 kg and 3 kg SilverQueen bars in unique packaging
These limited-edition chocolates are available at retail and eCommerce stores, with prices ranging from IDR 20,000 (US$1.2) to IDR 900,000 (US$54.9).
How other brands are celebrating Valentine's Day 2025
Valentine’s Day is here, and brands are rolling out creative campaigns to connect with consumers. Here are some standout initiatives:
1. Burberry: celebrating British romance
Burberry's latest campaign highlights Britain's unique features of rain and romantic comedies, aiming to boost the brand's image and economic fortunes amid post-Brexit challenges.
The campaign features celebrity vignettes with stars like Kate Winslet, Richard E Grant, Naomi Campbell, and Aimee Lou Wood, evoking the charm of Richard Curtis' films. The short films — titled "It's Always Burberry Weather: London in Love" — showcase scenes set in romantic rain-soaked London, coinciding with Valentine's Day.
2. Ben & Jerry's: chocolate covered strawberry ice cream
Ben & Jerry's has launched a new limited batch ice cream flavor, Chocolate Covered Strawberry, just in time for Valentine's Day. This seasonally inspired treat features a creamy strawberry base with a strawberry jam swirl and rich chocolate fudge flakes, evoking the classic romantic dessert.
The flavor is now available nationwide and retails for US$4.99-US$6.49, depending on the location. As it is a Limited Batch, it will only be on shelves while supplies last, so fans are encouraged to purchase it soon.
3. Bath & Body Works x Sweethearts Collaboration
Bath & Body Works teamed up with Spangler Candy, the makers of Sweethearts candies, to release a limited-edition Valentine's Day collection. This collection features 20 candy-themed products, including candles, hand soaps, and body care items with playful packaging and nostalgic scents.
One of the scents, "4Ever Sweet," blends sweet berries, powdered sugar, and candied grapes, evoking memories of childhood Valentine's treats. The collection launched on January 13, 2025, with an early preview available through the Bath & Body Works mobile app.
Why do marketing on Valentine?
Valentine’s Day is more than just a celebration of romance—it’s a golden opportunity for brands to connect with their audiences on an emotional level. By tapping into themes of love, connection, and shared experiences, marketers can create meaningful engagements that drive brand affinity and consumer loyalty.
In today’s digital landscape, experiential and interactive campaigns (like SilverQueen’s AI-powered Love Card or Netflix’s watch-party events) create virality and high engagement rates. Personalization, exclusivity, and emotional storytelling are key elements that help brands stand out.
Whether through limited-edition products, immersive experiences, or social media activations, leveraging Valentine’s Day can significantly boost brand visibility, sales, and customer engagement.
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