(TNS) — Spangler Candy Co. is embracing the blurry in relationships and candy.
The brand will launch its “Situationship” boxes of iconic conversation hearts candies for Valentine’s Day 2024 on Monday.
“The specially designed boxes contain blurry, misprinted candies that are as hard to read as Gen-Z relationships. … The brand is encouraging confused singles everywhere to get them while they last and give the gift as blurry as their relationships.”
“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.”
Spangler cites the Cleveland Clinic when saying that “situationships” are “romantic entanglements where the participants haven’t established the nature of their relationship.” Situationships can be with people you met when you are in town or your plus-one for events. Those relationships “have no labels, exclusivity or boundaries.”
“Research from Tinder, the world’s most popular dating app, indicates that young singles now consider the situationship to be a legitimate relationship status. The undefined and noncommittal situationship continues to evolve as people are less concerned about relationship outcomes and more interested in enjoying the process, according to Tinder data,” Spangler said.
The limited-edition boxes are “filled entirely with sweet, muddled nothings and literal mixed messages.”
They will be available while supplies last online only starting at 9 a.m. Monday.