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.
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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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