CE DESK Hershey’s new Valentine’s campaign embraces public displays of affection norms, positioning chocolates as the ultimate romantic gesture that celebrates bold love expressions amid modern dating trends.
Hershey’s launches a bold Valentine’s campaign tapping into evolving public display of affection (PDA) norms, transforming chocolates into symbols of unapologetic romance. The initiative targets Gen Z and millennials who view PDA as authentic self-expression rather than taboo, aligning with social media-driven dating culture.
Creative assets feature diverse couples sharing Hershey’s Kisses and bars during spontaneous park smooches, cinema dates, and cafe embraces, with tagline Love Out Loud with Hershey’s. Digital films highlight moments where chocolate acts as the perfect icebreaker or passion amplifier, resonating with India’s urban youth embracing Western-influenced romantic gestures.
The campaign spans Instagram Reels, YouTube shorts, and TikTok challenges encouraging users to share #HersheysPDALove videos for prizes, aiming for 50 million impressions by February 14. OOH executions in Mumbai, Delhi, and Bangalore feature larger-than-life chocolate hearts with PDA murals, while e-commerce tie-ups offer Date Night Bundles with personalized engraving.
Building on Hershey’s India growth from premium gifting, this positions the brand against local rivals like Ferrero Rocher by owning emotional territory. Market research shows 68% of 18-30 urban Indians now comfortable with moderate PDA, up from 42% pre-pandemic, fueling the strategic pivot.
The campaign celebrates love’s joyful messiness, using chocolate’s universal appeal to connect generations. With festive sales projected at 25% YoY uplift, it reinforces Hershey’s as the go-to indulgence for modern romance, blending nostalgia with contemporary boldness.
