“Ghosted Sweethearts” Candy for Halloween

Brilliant …

Source: Sweethearts Candy

Just in time for Halloween and just in time for that relationship that suddenly disappeared, Sweethearts Candy is introducing a limited edition box of “Ghosted Sweethearts” that anyone can send to a date who ghosted them.

Boom!

Here’s the fun part … rather than the Sweethearts Candy having those loving messages on them that we all know and appreciate mostly from Valentine’s Day, these little gems are blank! In true ghosting tradition! Blank!

Click here to get the details.

This isn’t the first time that Sweethearts has given us relationship options with their products. Last year the brand featured “Situationships” for Valentine’s Day which were “blurred” candies to describe perhaps an “it’s complicated” status!

Here’s what I love … this is a legacy brand that could be easily forgotten any other time of the year other than Valentine’s Day and even in the clutter of Valentine’s Day it could be overlooked. But with these very easy product tweaks (or in some cases perhaps even product mistakes that would be thrown into the discount bin), the brand is able to make culturally-relevant connections with its consumers. The brand is able to connect to culture in ways that no other brand can, in moments that make us all smile. Even at Halloween which is perhaps the most cluttered market for candy!

Boom.

Well done! Clever! Relevant! Unstoppable! Makes me want to know, “what’s next?” What’s better than that for a brand?!?

What’s your experience? JIM