Just in time for Valentine’s Day, Sweethearts is offering limited-edition “Situationship Boxes” of its iconic candy hearts. These boxes have blurry and misprinted candies that “are as hard to read as Gen-Z relationships.” Okay, Boomer.
“Singles are taking ‘situationships’ to the next level this year, and Sweethearts is here for them,” said Evan Brock, vice president of marketing for Spangler. “The printing on Sweethearts isn’t always perfect. This is our way of embracing those imperfections in a way that taps into pop culture.”
Situationships are romantic entanglements where the participants haven’t established the nature of their relationship, according to the Cleveland Clinic. They can range from “that one person you meet up with whenever they happen to be in town” to “your go-to ‘plus one’ for couple-y events” and everything in between. Situations have no labels or exclusivity, meaning a lot of things are inbounds that wouldn’t normally fly in a more “traditional” relationship.
According to research conducted on the dating app Tinder, young singles now consider situationships to be a legitimate relationship status. Many are choosing to allow these undefined and noncommittal situations to evolve. Being less concerned about outcomes like marriage and focusing more on enjoying the process. Or as many previous generations have called it, casually dating.
“The brand is encouraging confused singles everywhere to get them while they last and give the gift as blurry as their relationships.” And as condescending as that may sound to relationship structures that don’t fit into a strict binary. We do have to give the company credit for finding a way to capitalize on and sell its misprinted candy. Capitalism, like nature, always finds a way.
Sweethearts Situationship Boxes will be available to purchase here starting today, January 8th at 9 AM ET.
