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Sweethearts' Candy Messages Use AI to Help Relationships Progress
Laura McQuarrie — January 28, 2025 — Tech
References: sweetheartscandies & multivu
For Valentine's Day 2024, Sweethearts dropped a limited-edition run of Situationship Boxes and in 2025, Sweethearts is speaking to Gen Z and Millennials who are done with undefined relationships. “Sweethearts conversation hearts are ‘Commitment Hearts,’” said Evan Brock, vice president of marketing for Spangler Candy Company, “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."
Thanks to scannable AI technology, Sweethearts' classic hearts are now scannable, and they can be used to take action—messages like "MOVE IN?", "MARRY ME" and "4EVER" link to sites where users can book moving services with Piece of Cake Moving & Storage, get married online via Courtly, and buy heart-shaped headstones.
Thanks to scannable AI technology, Sweethearts' classic hearts are now scannable, and they can be used to take action—messages like "MOVE IN?", "MARRY ME" and "4EVER" link to sites where users can book moving services with Piece of Cake Moving & Storage, get married online via Courtly, and buy heart-shaped headstones.
Trend Themes
1. AI-enhanced Consumer Products - AI technology is being integrated into everyday products, transforming traditional items like candies into interactive relationship tools.
2. Scannable Packaging Innovation - Advancements in scannable technology are enabling packaging to become an integral conduit for engaging consumer experiences and purchases.
3. Relationship-defining Product Marketing - Brands are redefining market strategies by aligning product offerings with consumers' emotional and relational milestones.
Industry Implications
1. Confectionery - The candy industry is evolving to include technology-driven features aimed at enhancing consumer interaction and purchase pathways.
2. Online Services - Online service sectors, including marriage and moving services, are tapping into partner-product collaborations for targeted consumer access.
3. Augmented Reality - Augmented Reality technology is being leveraged to enhance physical products with interactive digital experiences.
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