Sweethearts is showing love to those in situationships and entanglements this Valentine’s Day.
The iconic conversation hearts candy brand is tapping into GenZ dating trends and launching limited-edition “Situationship Boxes” containing blurry, misprinted candies and “literal mixed messages” that characterize the experiences of modern-day daters navigating those complicated, unofficial relationships that Snoh Aalegra made sound sweet in her 2019 hit.
“Singles are taking ‘situationships’ to the next level this year, and Sweethearts is here for them,” said Evan Brock, vice president of marketing for Spangler. “The printing on Sweethearts isn’t always perfect. This is our way of embracing those imperfections in a way that taps into pop culture.”
Those involved in relationships labeled “it’s complicated” can purchase “Situationship Boxes” at SweetheartsCandies.com starting Monday, January 8 at 9 a.m. ET.
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