Last Valentine’s Day, Sweethearts commemorated blurry situationships (that is, a romantic or sexual relationship that is not considered to be formal or established), with a limited edition run of Situationship Boxes.

But while developing this year’s idea, the brand was handed a surprise. Its Gen Z and millennials research found that 83% have moved past the “interim” relationship era.  In 2025, both Gen Z and millennials hope to reach relationship milestones such as committing to a serious relationship (39%) or falling in love for the first or even final time (34%). They’re looking for the real ’til death do us part thing.

So Sweethearts has turned its candies into AI-enabled means to scan and access moving trucks, marriage licenses and even matching heart-shaped headstones – for lovers who want something really concrete. Messages like “MOVE IN?”, “MARRY ME” and “4EVER EVER?” take users to websites where they can book a move through Piece of Cake Moving & Storage, get married online through Courtly or buy heart-shaped headstones if they truly mean “‘til death do us part.” All consumers have to do is purchase a box or bag of Sweethearts and scan the hearts with a mobile device at sweetheartscandies.com.

“Sweethearts has been the iconic Valentine’s Day candy for over a 100 years,” stated Avinash Baliga, CCO of Tombras NY,  the agency that created the campaign. “But after a century of sweet blurry messages, we wanted to take things further – with hearts that literally do what they say. So be careful. Because with the right heart, and a good internet connection you may just find yourself married or moving in.”

“Sweethearts conversation hearts are ‘Commitment Hearts,’” added Evan Brock, vice president of marketing for Spangler Candy Company. “We’ve come full circle from embracing ambiguity with last year’s Situationship Boxes to helping today’s singles define their relationships with America’s much-loved Valentine’s Day candy.”