This week, brands avoided the hard news and instead stuck to love-filled holidays, like Father’s Day and National Kissing Day.

This was a pretty serious week on Twitter, between Rachel Dolezal backlash and Wednesday's massacre in Charleston, South Carolina. Brands largely stayed away from those topics, instead focusing on lighter ones, such as Father's Day and National Kissing Day.

While Father's Day isn't until Sunday, many brands already started sending love to fathers. As a tribute to dads, Wendy’s wanted to spread the love to a non-profit organization called The Dave Thomas Foundation for Adoption and help children in foster care find homes.

Instead of doing cause marketing like Wendy’s, Starbucks wanted to make Father’s Day special with a simple Pinterest recipe.

This post received 357 retweets, making it the second most popular Starbucks tweet this week, according to Talkwalker, a social media analytics platform.

Beats by Dre also jumped onto the Father’s Day bandwagon with gift ideas. A pair of wireless earbuds could be a nice present for dads, but the tweet didn’t generate enough awareness. According to Talkwalker, Beats’ most popular tweets this week were tied to sporting events rather than Father’s Day, despite the brand not using many of the major sporting hashtags.

Compared to Wendy’s, Starbucks and Beats, MasterCard’s Father’s Day pitch seems less (Read more...). The brand’s most popular tweet around this holiday only got 10 retweets and 12 favorites.

It wasn't only fathers getting love on Twitter. In conjunction with National Kissing Day on Friday, brands also gave kisses to significant others, mothers, kids, pets and other loved ones.

Of course, National Kissing Day presents a big opportunity for makeup brands. Shiseido celebrated the day with special offers and encouraged girls to be playful with their honey.

French cosmetics brand Bourjois also went red on National Kissing Day.

Comedy Central found the right tone for the holiday. The funny TV station asked people to give loved ones a blatant kiss, just like Friends' Ross and Rachel.

Homepage image via Shutterstock.

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