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

Key insights:

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 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.