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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 And to younger consumers like Gen Z, that image is seen as old-fashioned, outdated, and even irrelevant.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.