What’s your Situationship? Sweethearts celebrate blurry relationships on Valentine’s Day
By James Herring on Friday, January 5, 2024
Confectionary brand Sweethearts are celebrating single people and informal, muddled relationships this Valentine’s Day with Situationship sweeties.
The ltd-edition boxes tap into the dating trends of Gen Z — as the perfect gift for those celebrating not being in a traditional relationship.
Instead of cute messages like “Be Mine” or “Forever,” the messages on the hearts are misprinted and blurry – “sweet, muddled nothings and literal mixed messages” that capture what singles deal with today.
According to Oxford University Press a situationship (a mashup of “situation” and “relationship”) is an informal romantic relationship while Dictionary.com says it’s “a relationship that is more than friendship but less than a committed relationship.”
“Singles are taking ‘situationships’ to the next level this year, and Sweethearts is here for them,” said Evan Brock, VP of Marketing “The printing on Sweethearts isn’t always perfect. This is our way of embracing those imperfections in a way that taps into pop culture.”
They will become available for purchase on SweetheartsCandies.com from Monday.
James Herring is co-founder of creative agency Taylor Herring