A GIFT AS BLURRY AS YOUR RELATIONSHIP

Sweethearts Situationships hit the super trifecta of cultural moment, brand truth, and strategic insight. Gen Z skips traditional Valentine’s Day, Sweethearts are perfectly imperfect, and modern romance lives in the blurry space of a situationship. Our creative team turned that insight into Situationship Boxes—messages as messy and charming as the relationships themselves. The campaign boosted candy sales, created new fans worldwide, and delivered an iconic brand moment, selling out two limited runs in minutes and winning Valentine’s Day in January.