We turned Sweethearts’ misprinted candies into the perfect gift for 2024’s #1 dating trend.

Introducing Sweethearts
Situationships.

Sweethearts has been an iconic Valentine’s candy for 120 years. But the classic messages like “I love you” and “marry me” weren’t quite resonating in the modern age of romance. Especially for Gen Z.

So we turned Sweethearts’ production flaws into an entirely new product: Sweethearts Situationships. Boxes filled only with the blurriest, most misprinted candies on our manufacturing line – designed to be the perfect commentary on all the unclear feelings in modern day dating.

We sold a limited number of Sweethearts Situationships online in two drops. Both sold out in less than 4 minutes.

3,100+

Broadcast & Editorial Hits

$84m

In Earned Media Value

Sold Out In Minutes. Twice.
+4B

Earned Media Impressions

30%

Increase in revenue 2024-2025

Sweethearts Situationships didn’t just transform misprinted candies into a new product. It turned a 120 year old brand into a part of the pop-culture conversation. One that speaks Gen Z’s language. And isn’t afraid to get a little messy online.