Social Media Marketing & the Marginalized Creativity

Valentine’s Day creative by Sticky shines spotlight on marginalized communities


By Shawn Lim | Reporter, Asia Pacific

February 14, 2022 | 3 min read

Candy brand Sticky has launched Valentine’s Day campaign for the LGBTQ+ community in Singapore.

Called ’All Love Is Sweet’ and created by TBWA/Singapore, the campaign comes in response to the fact Valentine’s Day festivities are primarily targeted at heterosexual couples.


Sticky has launched nine new candy and packaging designs that represent a subcategory of love within the LGBTQ+ community and are inspired by the colors of their respective flags.


There is also a website that explains each of the different sexual and gender identities highlighted

There is also a website that explains each of the different sexual and gender identities highlighted.

Sticky hopes the campaign will encourage more understanding and inclusion of these communities.


“It is hard to accept communities that you don’t understand or even know to exist. So we’re hoping this project can be a starting point for more people to know more about the varied identities within the broader LGBTQ+ community. It’s not just one homogenous group of people.” said Sharmain Lim, Su-Lynn Goh, and Yashanti Yap, the TBWA\Singapore creatives that created the campaign.

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“We are delighted to partner with Sticky to support and provide better understanding of these under-represented communities during Valentine’s Day, with the ultimate message being that, no matter how you identify on the gender-sexuality spectrum, love is sweet all the same.”

All Love Is Sweet by TBWA

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