Sweethearts Just Made a Candy for the Pettiest Among Us
The brand has the perfect box to send to the last person who ghosted you.
Sweethearts — those heart-shaped, pastel-hued candies with cute phrases of love and friendship stamped on them — are a longtime Valentine’s Day thing. Most of us probably don’t give much thought to them until the February holiday. The classic candy brand is clearly trying to change that by making its move on a new holiday: Halloween.
In a move that doubles down on its embrace of the current zeitgeist after last Valentine’s Day’s blurry, misprinted “Situationship” hearts, the retro-romance candy brand is releasing a wink at ghosting, timed for Halloween. New, limited-edition “Ghosted Sweethearts” are all-white, with no words on them. They come in “specially designed” boxes and are being sold as perfect for “gifting to ghosters.”
Sweethearts is “making a statement — loud and blank — about ghosting,” the brand says in a press release, citing a study finding that 84 percent of Gen Z and millennials say they’ve been ghosted (i.e., when a person suddenly and inexplicably stops communicating and disappears).
Ghosting can happen in a romantic relationship, a friendship or at work. Sweethearts says that, according to its own research, 50 percent of the Gen Z-ers and millennials say “ghosting” is “the worst part of modern dating.” “Breadcrumbing,” where people put just enough effort in to keep the other person think they’re interested, ranked second, with 39 percent of respondents saying it was the worst, and those blurry, indistinct “situationships” ranked third with 35 percent.
“Sweethearts aren’t just for Valentine’s Day anymore,” Evan Brock, vice president of marketing for Sweethearts maker Spangler Candy Company, says in a statement. "With Ghosted Sweethearts, we’re putting a stake in the heart of Halloween season and poking fun at ghosting, a spooky phenomenon of modern dating.”
You can buy the special-edition boxes of Ghosted Sweethearts for yourself or send them right to someone who has ghosted you on GhostedSweethearts.com. They’ll be available for $7.99 per box only for a limited time, while supplies last. “Then poof!” The brand says. “They’re gone.”
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