Sweethearts Situationships
Award: Graphite Pencil
Graphite Pencil / PR / B2C / 2024
Award: Wood Pencil
Wood Pencil / PR / Product Launch
We turned Sweethearts’ misprinted candies into an entirely new product perfect for 2024’s #1 dating trend – Situationships. Sweethearts Situationships brought a 120 year old brand into the modern age of romance and proved that the beloved candy is more relevant than ever, especially to Gen Z.
What did the judges have to say?
Took something that’s a wasted product and made it into a new line. This ‘new product’ was of the now, culturally relevant and attracted a new audience that was in decline. It also became a sought-after product that plays into exclusive ‘drop culture’. And all done for a shoestring budget.
Indy Selvarajah, Chief Creative Officer, Ketchum
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