Valentine’s Day has always been about love, chocolates, and those little heart-shaped candies that speak to your heart—literally. This year, Sweethearts, the iconic conversation hearts that have been a staple of the holiday for generations, are taking things up a notch. Gone are the days of ambiguous, playful phrases like “Be Mine” or “Call Me.” In 2025, Sweethearts are stepping into the future with AI-powered scannable messages that deliver real-world relationship tools—because, let’s face it, love deserves more than just a cute phrase.
Sweethearts with a modern twist
This year’s Sweethearts are not just full of classic sayings, they’re equipped with a game-changing AI technology. By scanning the messages on your favorite candies via a mobile device, you can unlock actual services that help you take your relationships from sweet to serious. Whether you’re ready to move in, tie the knot, or even commit to “’til death do us part,” these new Sweethearts mean business.
The brand has partnered with various services to help lovers take action. So if you pick up a heart that says “MOVE IN?”, you can access Piece of Cake Moving & Storage to arrange your big move. See “MARRY ME”? No problem! You can sign up for a Courtly online marriage license to officially tie the knot. And for those who really want to make their love eternal, scan a heart that says “4EVER EVER?” and you’ll be taken to a site where you can buy matching heart-shaped headstones.
It’s all part of Sweethearts’ 2025 Valentine’s Day campaign to help people go beyond the playful ambiguities of relationships and make real, meaningful commitments. Talk about a sweet gesture!
A shift in relationship culture
This new approach comes in response to changing attitudes about relationships. According to a survey conducted by Sweethearts, 83% of Gen Z and millennials are moving away from those tricky “situationships” and wanting more clarity. These younger generations want relationships that are clearly defined, and they’re not settling for anything less.
Survey data shows that 92% of these respondents wish their partners would be more direct, instead of sending mixed signals. That’s where Sweethearts comes in, helping to fill the void and redefine what commitment looks like today.
“Sweethearts conversation hearts are ‘Commitment Hearts,'” said 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.”
Sweethearts for the modern couple
For many young people, Valentine’s Day isn’t just about roses and chocolates anymore. It’s about defining what love means in a way that feels genuine and concrete. According to the survey, 39% of Gen Z and millennials are hoping to hit significant relationship milestones in 2025, like committing to a serious relationship or falling in love for the first time. And, for some, that means committing to a relationship that’s “forever.”
That’s where Sweethearts’ new scannable technology comes into play. Whether you’re making a grand gesture or simply expressing your feelings, these candies provide a fun, quirky way to move relationships forward. Love might be sweet, but this year it’s also practical and, well, a little bit official.
How it works
Getting in on the Sweethearts action is simple. All you need to do is purchase a bag or box of Sweethearts candies, and scan the hearts with your mobile device at sweetheartscandies.com. You’ll be directed to websites where you can book moving trucks, get married online, or even secure your forever love with matching headstones. It’s an entirely new way to make Valentine’s Day even more special, practical, and—dare we say—concrete.
So whether you’re in a new relationship, deep into a long-term partnership, or just having fun with friends, Sweethearts now offers a playful and meaningful way to take your love life to the next level. Ready to make it official? Your Valentine’s Day candy just made it a lot easier. Love is at the heart of brand strategy this season!
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