Ghosted Sweethearts: A Candy Brand Leans Into Modern Dating
Spangler Candy Company has released a limited-edition product called Ghosted Sweethearts. The candy boxes contain all-white, message-free hearts — a nod to the modern dating experience of being ghosted.
The product is available online through October 31.
Building on Past Success
Sweethearts, long tied to Valentine’s Day, began experimenting with cultural tie-ins last year. In 2024, the brand launched “Situationship Boxes,” featuring blurry or misprinted phrases. That campaign went viral, even appearing in a monologue by Stephen Colbert.
Evan Brock, Vice President of Marketing at Spangler, said that success revealed the potential of Sweethearts to serve as a commentary on dating culture. “People saw their love life in those hearts,” he said on the Breaking and Entering Podcast.
How the Idea Took Shape
Spangler worked with Tombras, Ad Age’s 2024 Agency of the Year, to develop Ghosted Sweethearts. Research showed that 84 percent of Gen Z and millennials report having been ghosted. The agency pitched the concept, and Brock said it was an immediate yes.
Tombras has been Spangler’s creative partner since 2023. Brock described the agency as the company’s “cultural compass,” helping the candy brands intersect cultural trends with brand identity.
Defining the Brand’s Voice
Sweethearts’ marketing team grounds its decisions in what Brock calls “Ludus love,” one of seven types of love identified by the ancient Greeks. Ludus refers to playful, lighthearted affection. “Whatever we do, we need to filter it through this Ludus lens,” Brock said.
This framework guided the move into Halloween — traditionally the largest candy season by volume. Spangler hopes Ghosted Sweethearts will extend the brand’s relevance beyond Valentine’s Day.
The Manufacturing Twist
Producing blank hearts wasn’t as simple as it seemed. Sweethearts are still made with an old-fashioned printing plate system. Spangler’s engineering team raised concerns about leaving the candies blank. “I got at least four calls from our production team saying, are you sure?” Brock recalled. Eventually, the team shut off the printing plates altogether.
A Seasonal Exit
Ghosted Sweethearts will be available only until Halloween night, when they “disappear” at 11:59 p.m. Spangler added a digital feature to the promotion: buyers can send a redemption link to someone who ghosted them, allowing that person to claim a box.
Lessons for Marketers
Brock said the key lesson for marketers is to know the essence of their brand and defend it. “When you can get cultural truth and brand truth to intersect, that’s where the magic happens,” he said.
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