Gold
Creative Strategy
Cultural Insight
| Entrant: | Tombras, Knoxville |
| Brand: | Sweethearts |
| Title: | "Sweethearts Situationships" |
| Corporate Name of Client: | Sweethearts Candies |
| Client Company: | Spangler Candy Company, Bryan, Ohio |
| Client President: | Kirk Vashaw |
| Client Head of Brand Marketing: | Evan Brock |
| PR Company: | Tombras, Knoxville |
| PR Company General Manager: | Taylor Castillejo |
| PR Company Communications Director: | Laura Mansfield |
| Agency: | Tombras, Knoxville |
| Agency President: | Dooley Tombras |
| Chief Creative Officer: | Jeff Benjamin |
| Executive Creative Director: | Avinash Baliga |
| Creative Director: | Donny Brunner |
| Associate Creative Directors: | Brennen Cooke/Christine Petrosky |
| Art Director: | Derek Brown |
| Agency Heads of Design: | Walker Reed/Jay Flood |
| Agency Head of Production: | Chad Hoppenwasser |
| Agency Social Media Strategists: | Adriane Hershey/Morgan Glaub |
| Agency Chief Technology Officer: | Juan Tubert |
| Agency Technical Developer: | Matt Jenkins |
| Agency Social Media Manager: | Kierstynn Lyon |
| Agency Content Producer: | Nell Springer |
| Agency Project Managers: | Babs Griffith/Chris Hill |
| Agency Strategy Director: | Milla Stolte |
| Agency Business Directors: | Denice Heyward/Joseph Delerme |
| Agency Account Supervisor: | Reise Kitts |
| Agency Group Account Director: | Ashley Butturini |
| Producer: | Renee Safir |
Description:
Sweethearts, a 120 year old brand, had a massive perception problem.
The heart shaped conversation candies are an iconic Valentine’s day gift, but the brand’s image is rooted in nostalgia. And to younger consumers like Gen Z, that image is seen as old-fashioned, outdated, and even irrelevant. So we turned Sweethearts’ misprinted candies into an entirely new product perfect for 2024’s #1 dating trend – Situationships.
Sweethearts Situationships sold out instantly, brought a 120 year old brand into the modern age of romance, and proved that this beloved candy is more relevant now than ever before.