Is anyone else sick of chocolate recipes yet?
Apparently, chocolate is the only thing to push in February because it’s, you know, Valentine’s Day in February:
- Practically every library I’ve visited in the past four weeks is pushing their “History of Chocolate” or “Chocolate Tasting Class” in February because it’s, you know, Valentine’s Day.
- The cover of Food Network Magazine is plastered in chocolate. Today’s Food section in the Chicago Tribune had not one, but two recipes for chocolate mousse because, you know, you serve your loved ones chocolate on Valentine’s Day.
- A passel of emails that have invaded my In Box in recent days have touted chocolate cocktails, chocolate tea, champagne chocolate truffles, chocolate at the movies and chocolate for dessert at a nearby vegetarian restaurant. Why? Because Valentine’s Day, you know, isn’t complete without chocolate.
Marketers lacking the creativity gene sell back to school in September, monsters and vampires in October, gratitude in November, “the holidays” (used to be Christmas) in December, losing weight resolutions in January and chocolate in February. Set your calendar to their predictability.
Frankly, most of us should embrace a sale on gym memberships year-round, not just January. Chocolate (and chocolate sales) are delicious any time of year, not only when we’re dropping hints for our main squeezes.
I know, secretly, it’s not the marketers who aren’t creative. The ones who aren’t creative are a lot higher on the ladder, and too often they’re looking for the safe bet. Especially if it helps them maintain or beat last year’s sales, month over month.
I wish Madison Avenue’s monthly themes were a little more broad: Maybe perseverance in January, warmth in February, freshness in March, etc. Happy Freshness Day, anyone?
So we are left with chocolate, chocolate everywhere this time of year because chocolate says love like nothing else, I guess. No one is willing to promote a cup of sweet cream ice cream with almonds, peanut butter and Reece’s Peanut Butter Cup mix-ins. That’s what I had for dessert tonight at Cold Stone Creamery. No emails. No ads. No sale prices. But it hit the creative mark for a February craving.
I loved it.