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

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

Mars Wrigley's Sweet ReTreat includes "profile styling" stations presented by Bumble. Courtesy of Mars Wrigley

February 13, 2020

Key insights:

A data-driven activation caters to a growing demand.
Brands can benefit from leveraging Valentine's Day.

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.

Ian Zelaya

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.