Cadbury 5 Star’s ‘Uncle Campaign’ Aims to ‘Destroy’ Valentine’s Day
Cadbury 5 Star’s ‘Uncle Campaign’ Aims to ‘Destroy’ Valentine’s Day
This year, Cadbury 5 Star has taken an unusual approach to Valentine’s Week marketing by dedicating its entire budget to the quirky ‘Uncle Campaign.’ Instead of targeting young couples, the campaign encourages older couples to go on dates and share their experiences online—offering them cash rewards in return. The idea has quickly gone viral, sparking conversations across social media.
We tried to survive it. We tried to escape it. This time, we're ending it for good!#Cadbury5Star #DestroyVDay #Eat5StarDoNothing
— Cadbury 5 Star (@Cadbury5Star) February 4, 2025
The Idea Behind the Campaign
Created by Ogilvy, the campaign is based on a fun observation: trends often lose popularity when older people adopt them. A humorous advertisement featuring a data scientist named KV Shanmugam explains that every trend eventually dies out when ‘uncles’ start following it—but for some reason, Valentine’s Day has been an exception.
Social Media Reactions: Genius or Too Much?
The campaign has received mixed reactions. Karthik Srinivasan, a communications strategy consultant, noted that Cadbury 5 Star’s past campaigns encouraged people to ‘do nothing’ on Valentine’s Day, but this year, they’ve taken it further by attempting to make the entire event less exciting for everyone. Some viewers found the concept hilarious, while others criticized it as overly aggressive and confusing.
Recruiting ‘Uncles’ to Change Valentine’s Day
Ogilvy’s Chief Creative Officer, Sukesh Nayak, explained that the campaign is meant to counter the overly romantic “cringe” of Valentine’s Day. Cadbury 5 Star even launched a website where people can “recruit an uncle” or sign up themselves. Those who participate will receive a special “date allowance”, while the person who nominates them will earn a commission.
How to Join the Mission?
Visit the Cadbury 5 Star ‘Destroy Valentine’s Day’ website, click on ‘Recruit an Uncle,’ and fill out the form. Whether you sign up yourself or nominate someone, you’ll be rewarded for helping take the romance out of Valentine’s Day!
This bold and unexpected campaign has sparked debates, laughs, and controversy—but one thing is clear: Cadbury 5 Star knows how to get people talking!
