-author-avatar_thumbnail-webp.webp){kind=avatar}
Candy brand Sweethearts just launched a new campaign to make a bold statement for Valentine’s Day.
Led by creative agency Tombras, the new "Commitment Hearts" aim to be more than just sweet nothings — thanks to scannable AI technology, they can lead to real-life commitments, from moving in together to tying the knot.
The iconic Valentine's Day candies are designed to give love a tangible next step through messages like "MOVE IN?,""MARRY ME," and "4EVER EVER?"
The Sweethearts candies can then be scanned at sweetheartscandies.com, where users can access services related to their chosen candy.
These include the option to book a move through Piece of Cake Moving & Storage, get married online via Courtly, or even purchase matching heart-shaped headstones for couples who truly mean “‘til death do us part.”
View this post on Instagram
According to new research provided by the company, 83% of younger Americans are now moving past undefined relationships and seeking more clarity in their romantic lives.
This insight drove Sweethearts' latest initiative, offering consumers a way to turn words into action.
Notably, "Commitment Hearts" builds on last year’s successful "Situationship Boxes" campaign, which was the brand's own take and reflection on the modern dating landscape.
Tombras NY CCO Avinash Baliga shared his thoughts on the campaign, calling Sweethearts the "iconic Valentine's Day candy for over a hundred years."
"But after a century of sweet, blurry messages, we wanted to take things further — with hearts that literally do what they say. So be careful, because with the right heart and a good internet connection, you may just find yourself married or moving in," he added.
Spangler Candy Company VP of Marketing Evan Brock echoed this sentiment, saying "we’ve come full circle from embracing ambiguity with last year’s Situationship Boxes to helping today’s singles define their relationships with America’s much-loved Valentine’s Day candy."
The latest campaign from Tombras continues Sweethearts’ tradition of putting together nostalgia with contemporary romance, driving emotional engagement amongst its audience.
While last year’s Situationship Boxes captured the uncertainty of modern dating, "Commitment Hearts" takes things one step further — turning candy into a catalyst for real-world romance.
Make It Real with Sweethearts
A 30-second spot starts with a marriage officiant holding up the "Commitment Hearts" candy, as he weds a young couple.
"For over a 100 years, the phrases on Sweethearts have been sweet but frivolous. But this year, the 'Marry Me' heart is legally binding," the man says.
View this post on Instagram
The officiant then asks the groom John if he takes the bride Sarah to be his lawfully wedded wife, to the man's surprise.
Meanwhile, the "Move In" heart speeds plans up for the couple, even when John doesn't know where Sarah lives.
"And the "4ever Ever" heart is a concrete commitment," the officiant continues, as heart-shaped gravestones are seen on screen.
The commercial ends with the officiant letting out a maniacal laugh, as a narrator invites viewers to visit the website to make their commitments "real."
Recently, Sure launched its playful "Whole Body Deodorant" campaign from AMV BBDO.
-author-avatar_mobile-webp.webp){kind=avatar}
