This February, the premium drinks brand Fentimans are launching a “Love Yourself” campaign where they will be encouraging busy Londoners to be their own Valentine and take time out of their hectic lives to indulge themselves with Rose Lemonade cocktails, a new hairstyle and beautiful flowers.

It is traditional to give roses on Valentine’s Day to secret crushes and true loves, but this year Fentimans is turning tradition on its head and suggesting that instead of giving all our love away, we save a bit for ourselves. As part of their ‘Love Yourself’ campaign, Fentimans Rose Lemonade will be partnering with London’s finest blow-dry salon, Duck & Dry and the luxury letter box flower company Bloom & Wild.

Fentimans are launching their Rose Lemonade cocktails
Fentimans are launching their Rose Lemonade cocktailsbar,

Exclusively for Valentine’s Day, Fentimans will be hosting the ‘Love Yourself’ drinks menus at Duck & Dry’s four salons across the capital. TV’s most recognisable bartender, Merlin Griffiths, will be behind the bar at the Oxford Circus Duck & Dry from 12pm-2pm, where he will be creating Rose Lemonade cocktails from the ‘Love Yourself’ menu. Drinks will include simply served Rose Lemonade, Rose Lemonade & Gin and Rose Spritz. The Rose Spritz is a refreshing aperitivo cocktail made with Fentimans Rose Lemonade.

In addition, an experiential activation is planned at the busy Paddington Station, where commuters will be sampled with Rose Lemonade. To build an element of personalisation, commuters will be presented with a valentine’s card that includes a Bloom & Wild discount code and a social media competition to win a year’s subscription of letter box flowers using the hashtag #LoveYourself.

Andrew Jackson, Fentimans Marketing Director comments “Consumers are increasingly looking for brands to have a point of view and offer a fresh perspective. The ‘Love Yourself’ campaign turns conventional Valentine’s Day marketing on its head, with a simple, yet motivating, personalised message”.

Alongside the “Love Yourself” campaign, Fentimans have partnered with the casual dining restaurant Prezzo to create an exclusive English Rose cocktail; they are also running a Rose Spritz competition in the independent channel, where entrants have the opportunity to win a romantic trip to Rome.