Cadbury 5 Star has long advocated for “doing nothing” on Valentine’s Day. But this February, the brand surprised audiences by announcing that they’re ending the war against Valentine’s Day and undoing the damage of their own campaigns by spending its marketing budget on sponsoring 1 million dates. Following the big announcement, Cadbury 5 Star created a video which explains that in order to truly restore the occasion, the brand has brought together experts to research the origins of Valentine’s Day to craft the ideal Valentine’s Day itinerary, just like its creator might have planned it. By sponsoring 1 million such research-backed Valentine’s Day packages, the campaign hopes to restore Valentine’s Day to its pure and original form.