For today’s consumer, Valentine’s Day is the most unoriginal, clichéd gifting occasion of the year. In fact, 62% of Americans receive cliché gifts on this holiday.
For decades, consumers have exchanged flowers and chocolates in what can be an eye-rolling tradition for many. We wanted DQ fans to rewrite their gift-giving destiny with a more original, more indulgent way to show their love.
We launched the DQ #BreaktheCliche campaign, calling out all of the tropes of the holiday, starting with a parody of the jewelry commercials that make us all cringe. This ran during Saturday Night Live, when viewers couldn’t tell if it was a commercial or a sketch, and supported it with content online. We even sold those iconic red spoon in a romantically rectangular velvet necklace box.
Online cake sales increased
Plastic spoons sold
Cease and desist letter from the florist trade association
Please submit your email to download content. Your info will not be shared with any outside sources.
Ready to scratch everything?