CULTURE CASE
Here’s our pick of a brand that successfully created a cultural moment.
The brand: Sweethearts
The cultural moment: Romance, relationships and dating
What’s going on here:
‘Situationships’ was a term coined by Cosmopolitan a few years ago to describe a new relationship status where couples were getting (ahem!) physical but hadn’t labelled it as a full-on relationship. Think of it as “friends with benefits” but with more dating.
The idea caught on, and when Sweethearts candies noticed people were declaring situationships as a goal on dating apps, the brand realised that couples (and probably a few throuples) would need a special type of gift for Valentine’s Day.
The result? Situationship Boxes. Gifts of candies with the traditional romantic messages blurred out, to better reflect the blurry lines of the situationship set-up.
🤔 Did it work?
An initial limited edition run and a follow-up batch were snapped up almost instantly. Sweethearts demonstrated that it understood its Gen Z customers and could keep up with current dating and relationship trends.
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