In a world where Valentine’s Day is often marked by roses, candlelit dinners, and cliché declarations of love, Cadbury 5 Star once again broke convention — this time, quite literally. As part of its long-running “Eat 5 Star. Do Nothing.” campaign, the chocolate brand orchestrated a one-of-a-kind stunt that allowed a group of anti-Valentine’s Day participants to skip the day entirely by crossing the International Date Line.
Titled “Erase Valentine’s Day,” the bold campaign was conceptualized by Ogilvy Mumbai and launched in May 2025. The event centered around a “time travel” voyage, where selected fans who had previously expressed disdain for the holiday were invited aboard a specially chartered vessel. The ship departed from American Samoa at exactly 11:59 PM on February 13, and in just sixty seconds, crossed into Samoa, where the local time had already jumped to 12:00 AM on February 15 — effectively skipping all of February 14.
Unlike other confectionery brands that embrace the romantic fervor of the season, 5 Star has long celebrated the art of doing nothing as an act of rebellion. For several years, its anti-Valentine’s Day campaigns have offered alternative narratives for those who find the day over-commercialized, awkward, or downright unbearable. The 2025 edition turned fan sentiment into a logistical feat of precision, showmanship, and storytelling.
The operation was live-streamed across social media, attracting over 230 million views and generating more than 1 million reposts of the launch video. A command center in Mumbai oversaw the mission in real-time, while two popular show hosts kept millions of users engaged through interactive live chats. Over 980,000 people signed up as “mission engineers,” actively participating in decisions and commentary throughout the event.
"While others celebrated Valentine’s Day, we listened to the people who just wanted it to disappear," said a representative from Ogilvy. "So, we quite literally helped them erase it."
The brand team combed through last year’s social media comments to identify users who had publicly declared their disdain for Valentine’s Day. These individuals were invited to take part in what has now been dubbed as the first-ever Valentine’s Day skip in history — transforming a quirky campaign idea into a global spectacle.
Set against a backdrop of increasing digital fatigue and growing consumer appetite for authenticity, 5 Star’s campaign struck a cultural chord. By offering a humorous yet technically ambitious alternative to the traditional Valentine’s Day experience, the brand reaffirmed its positioning as a bold, irreverent voice in the world of confectionery.
Once again, Cadbury 5 Star proves that sometimes, the most memorable thing a brand can do… is nothing at all.
