Mars Wrigley and Bumble Use Experiential to Embrace Galentine’s Day

Branded pop-up with new partner shows the holiday is changing—and growing

As brands launch Valentine’s Day-themed campaigns, a select few are celebrating the alternative: Galentine’s Day. What began as a faux holiday invented by Parks and Recreation’s Leslie Knope (Amy Poehler) in 2010 has become a popular go-to event for companies trying to reach more consumers.