In national press and on social media we asked people to visit our Facebook page and tell us what makes their love RARE.

Everyone that posted received a personalised cover photo with the best stories winning a custom-made bottle of J&B RARE delivered to their loved one on Valentine’s Day.

Then, on February 14th itself, we brought the idea to life for shoppers, allowing them to purchase the perfect Valentine’s gift.

Thousands of people sent us their rare love stories. Over 400 cover photos were sent out and we got the attention of some pretty important couples.

Sales increased by 281% in the selected retail outlets where the activation took place, showing that only J&B could make this Valentine’s Day different by celebrating how rare true love really is.