Description
This Valentine’s Day, Zales is blending nostalgia with jewelry in a playful new campaign that puts the focus on self-love, Forever Sweethearts by Zales. Developed in partnership with its agency of record, Anomaly, the brand has partnered with iconic candy Sweethearts® to create a limited-edition collection that transforms the classic candies into wearable keepsakes: a 10k yellow gold heart charm, featuring lab-grown diamonds, engraved with one of three classic Sweethearts® messages: OOO LA LA, AMORE, or XOXO.
The charms were available for purchase on Zales.com - and sold out within 27hrs of launching. The 10k Yellow Gold heart-shaped charms were boxed in a Sweethearts®-inspired package, echoing the familiar candy packaging, and featured a surprise message inside - true to the element of surprise that makes the candies so beloved.
The blind-box format was encouraging to self-gifters, inviting consumers to treat themselves to a “sweetheart” they can keep forever. The campaign leveraged the nostalgia of Sweethearts® candies and the emotional power of jewelry to create a playful, memorable experience. The campaign expands on Zales’ ‘Own It’ platform, empowering consumers to celebrate themselves daily. The work is live now across owned channels and paid social with influencer support
This professional campaign titled 'Forever Sweethearts' was published in United States in February, 2026. It was created for the brands: Sweethearts and Zales, by ad agency: Anomaly. This Integrated medium campaign is related to the Confectionery, Snacks and Jewelry industries and contains 2 media assets. It was submitted 7 minutes ago.
