Valentine’s Day is just around the corner, and Sweethearts Candies is back with a twist that’s sure to get people talking. Remember last year’s playful jab at “situationships” with their blurry, misprinted candy hearts? Well, this year, they’re flipping the script and encouraging everyone to “Mean What They Say.”
Sweethearts, the classic Valentine’s candy we’ve all shared over the years, is stepping up its game. Their latest campaign introduces “Commitment Hearts”—those familiar heart-shaped candies now come with messages like “Marry Me,” “Move In,” and even “4Ever Ever?” But here’s the kicker: these aren’t just sweet nothings. Each message is scannable, leading you to real-life actions. Scan “Marry Me,” and you’re directed to a site where you can obtain a marriage license. “Move In” takes you to a moving company’s website. And for the truly committed, “4Ever Ever?” links to a place where you can purchase matching heart-shaped headstones.
This innovative approach comes from Sweethearts’ collaboration with the creative minds at Tombras. They’ve tapped into a significant shift: a whopping 83% of younger Americans are over the ambiguity of “situationships” and are craving more defined relationships. Sweethearts is here to help make those commitments a bit sweeter—and more straightforward.
Avinash Baliga, Chief Creative Officer at Tombras NY, summed it up perfectly: “After a century of sweet blurry messages, we wanted to take things further—with hearts that literally do what they say.” And Evan Brock from Spangler Candy Company added, “We’ve come full circle from embracing ambiguity with last year’s Situationship Boxes to helping today’s singles define their relationships.”
So, this Valentine’s Day, if you’re ready to take that next step, Sweethearts Candies has got your back. Grab a bag, scan a heart, and see where it leads. Just make sure you’re ready to “Mean What You Say.”
For more details, check out their official announcement.