Spangler’s Sweethearts make a comeback that showcases social relevance at its finest.
Spangler’s Sweethearts has a question for you. Do you fall into the “Luv U” or “Marry Me” relationship category yet? If not, there’s a new discussion on Valentine’s Day over this classic sugary treat.
The manufacturer of the iconic Sweethearts conversation heart candies is Spangler. The candy disappeared from the public eye in 2019. Yet today they introduce the new, limited-edition Situationship Boxes that might be more in keeping with modern dating patterns of Gen Z.
“The specially designed boxes contain blurry, misprinted candies that are as hard to read as Gen-Z relationships,” the brand said in a press release, adding that it’s filled entirely with “sweet, muddled nothings and literal mixed messages.”
What are Situationships?
A situationship is a term to describe a romantic or sexual relationship that lacks clear boundaries, commitment, or definition. It’s characterization is often of ambiguity, uncertainty, and a lack of formal labels like “boyfriend” or “girlfriend.” People in situationships may behave like a couple in some ways but may not fully commit to each other emotionally or formally define the relationship.
According to research from the swipe-centric dating app Tinder, young singles now consider a situationship to be a legitimate relationship status, despite being an undefined and noncommittal approach.
‘Situationship’ also recently was a finalist for the Oxford University Press’ 2023 Word of the Year.
The History of Spangler and Sweethearts Candy
Spangler Candy Company is a family-owned business based in Bryan, Ohio, USA, known for producing a variety of confectionery products. The company’s roots trace back to 1906 when Arthur G. Spangler purchased the Gold Leaf Baking Company in Ohio. Initially, Spangler Candy Company focused on producing baking soda and baking powder. However, in 1911, Spangler began manufacturing candy, starting with candy canes, which eventually became one of their signature products.
In 1940, Spangler Candy Company acquired the rights to produce Sweethearts Conversation Hearts, a beloved Valentine’s Day candy that had been first introduced in 1866 by the New England Confectionery Company (NECCO). Sweethearts are a small heart-shape candy with messages on them, such as “Be Mine” or “Kiss Me.” These candies became immensely popular as a Valentine’s Day treat and have remained an iconic part of American culture.
Over the years, Spangler Candy Company has continued to innovate and expand its product line. All the while they need to maintain the tradition of producing Sweethearts Conversation Hearts. The company has faced various challenges, including changes in consumer preferences and market dynamics. But it has persevered and remained a leading producer of confectionery products in the United States.
In recent years, Spangler Candy Company has focused on modernizing its operations. It also introduces new flavors and variations of its classic candies to appeal to contemporary tastes. Despite changes in ownership and market trends, Sweethearts Conversation Hearts remain a cherished part of Valentine’s Day celebrations for many people around the world.
Why Is Sweethearts Trending With Gen Z?
Marketing to Gen Z requires a nuanced approach due to their unique preferences and behaviors.
Sweethearts’ ad campaign was authentic in their message that spoke to them. Gen Z values authenticity above all else. They can quickly spot insincere marketing tactics, so brands must strive to be genuine in their messaging and actions.
It was also personalization of the product itself; teh messages on each heart. Gen Z expects personalized experiences from brands. Tailoring marketing messages based on their preferences and behaviors can significantly increase engagement and loyalty.
Dropping casually February 1st, 2024.
