Description
America’s quintessential Valentine’s Day candy brand is once again leaning into modern dating culture, this time for Halloween, with the release of “Ghosted Sweethearts.” The new product comes on the heels of the iconic candy brand’s “Situationship Boxes” of misprinted hearts – emblematic of blurry relationships – that took the world by storm in 2024, selling out in minutes.
“Ghosting” is the sudden or abrupt cutting off of communication with someone in a romantic relationship, a friendship or even in the workplace. 84% of Gen Z and millennials have been ghosted, according to the Thriving Center of Psychology.
Created by Tombras, the limited-edition, all-white “Ghosted Sweethearts” feature blank candy hearts with no messages, a literal nod to the silence of being ghosted, that are available for buying or gifting at GhostedSweethearts.com.
To help spread the word, Tombras created a hero spot featuring a spooky ghost who drops in on people who’ve been ghosted. It warns viewers that the only ghosts you should be scared of are those who don't text you back after 3 dates, turning an awkward dating fate into a playful Halloween twist. It closes with the tagline: Ghosted Sweethearts. Messages that disappeared just like you did.
In addition, the brand is encouraging consumers to purchase the special-edition boxes and send Ghosted Sweethearts directly to someone who has ghosted them. When buying boxes for gifting, the purchaser receives an email with a link that may be shared via dating apps, texts, social media DMs, email and more.
This professional campaign titled 'Ghosted Sweethearts' was published in United States in September, 2025. It was created for the brand: Sweethearts, by ad agency: Tombras. This Film and Integrated media campaign is related to the Confectionery, Snacks industry and contains 2 media assets. It was submitted 3 months ago.
