SWEETHEARTS
single's awareness is a real issue, and sweethearts is ready to answer the call
Valentine's day: you either love it or hate it, and that often depends upon your relationship status. Either way, in recent years single people have been trying to find ways to include themselves in the celebration e.g. gal-entines day, pal-entines day, singles-only parties.
audience:
The singles are young and fun! As very sociable creatures they have plenty of friends, a solid sense of humor, and are very in-the-know. That being said they are also conscientious about their personal image.
insight:
brand: Sweethearts is more than a candy—it's an interactive experience.
consumer:“I feel excluded from the fun and celebrating on Valentines day”
strategy:
By capitalizing on its iconic and interactive messaging system, Sweethearts will be able to include everyone regardless their relationship status.
Debuting in February, Sourhearts is a limited edition edition of sour flavored candies with validating and relatable messages for the singles.
