Chocolate dominates Valentine’s Day when it comes to sweet, confectionery gifting. But perhaps just as prevalent on the day of love are those tiny, chalky, little Sweethearts. The small morsels imprinted with short missives are a staple on Valentine’s, but Sweethearts is now moving in on another holiday full of candy—Halloween.
Sweethearts is getting in on the Spooky Season action with a new “Ghosted” version of its signature candy. Unlike typical candies with messages like “Be Mine,” Ghosted Sweethearts are intentionally left blank, a nod to the notion of being “ghosted,” which refers to a sudden and often unexplained cut-off in communication. When it comes to dating, having someone you’re romantically involved with or interested in ghosting you can indeed be frightening.
Working with creative agency Tombras, the packaging for Ghosted Sweethearts starts with the design of conventional Sweethearts but gives the text and graphics a ghostly, ephemeral effect. The bottom of the front of the box features copy that reads, “Messages that disappear like you did,” and the brand encourages people to gift this version of Sweethearts to those who have ghosted them.
