# Sentimental Marketing Brands turn to romantic themes to strike an emotional chord with consumers. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Feb 20, 2014, updated Apr 2, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/sentimental-marketing ## Key Figures - Trend score: 3.5/10 - Evidence articles: 5 ## What is the Sentimental Marketing trend? **Sentimental Marketing:** In an effort to battle against various retailers set on marketing similar goods and services, brands are turning to more approachable ad techniques to create emotional links with consumers. Match-making campaigns and romantic situations add familiarity to these otherwise rigid and corporate concepts, allowing consumers to become more invested through themes they can easily identify with and become emotionally invested in. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 14, 2012 to Oct 23, 2013 - Published: Feb 20, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Sentimental Marketing trend ### Sentimental Marketing Brands are using more approachable ad techniques to create emotional links with consumers. ### Match-Making Campaigns Brands are helping singles find love through their products and services. ### Romantic Situations Brands are incorporating familiar romantic themes to create emotional connections with consumers. ## What the Sentimental Marketing trend means for industry ### For Advertising The advertising industry can create more approachable campaigns using romantic themes to build emotional connections with consumers. ### For Food and Beverage The food and beverage industry can create products and campaigns that incorporate familiar romantic themes to create emotional connections with consumers. ### For Automotive The automotive industry can create commercials that utilize romantic themes and draw an emotional connection with viewers. ## Trend signals for Sentimental Marketing Trend score 3.5 out of 10, from popularity 66%, activity 32%, freshness 8%. - Popularity: 66% - Activity: 32% - Freshness: 8% ## Examples of the Sentimental Marketing trend 5 featured examples from Nov 14, 2012 to Oct 23, 2013. - [Pretend Burger Proposal Commercials](https://www.trendhunter.com/trends/krystal-fast-food): Krystal Fast Food Offers Up Mini Bacon Cheeseburger Proposals (Category: Lifestyle) Implication: Fast food chains can use creative marketing tactics, such as incorporating unique engagement ring designs into their products, to attract customers and stand out in the competitiv… - [Romantic Snowman Ads](https://www.trendhunter.com/trends/the-journey-by-john-lewis): ‘The Journey’ by John Lewis is Adorably Enduring (Category: Pop Culture) Implication: Opportunity for advertising agencies to develop captivating and emotionally-driven campaigns for clients. - [Match-Making Soda Campaigns](https://www.trendhunter.com/trends/cola-commercial): The Cola Commercial by Coca-Cola Brings Together Would-Be Couples (Category: Marketing) Implication: The 'Match-Making Soda Campaigns' can disrupt the beverage industry by introducing customized packaging and interactive marketing strategies to engage consumers. - [Bittersweet Canine Auto Ads](https://www.trendhunter.com/trends/citron-car-commercial): This Citroen Car Commercial Shows Two Dogs in Love (Category: Autos) Implication: Incorporating unique storytelling into car commercials and marketing campaigns can set car models apart from competitors and increase brand recognition. - [Romance-Inducing Drink Commercials](https://www.trendhunter.com/trends/coca-cola-commercial): This Coca Cola Commercial Features Dozens of Floating Pop Cans (Category: Lifestyle) Implication: The beverage industry can reconsider their traditional advertising methods, and incorporate surprise experiences for brand recognition. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)