Sweethearts Are Scannable for Valentine's Day

When they say 4EVER, they mean it

For Valentine’s Day, Sweethearts launched scannable candies with messages like “Move In?” “Marry Me” And “4Ever Ever?”

The latter leads to a site selling heart-shaped headstones. (So death won’t do us part.) The others offer access to Piece of Cake Moving & Storage and online marriage service Courtly.

“Sweethearts has been the iconic Valentine’s Day candy for over a 100 years,” says Avinash Baliga, CCO of Tombras, which developed the campaign. “But after a century of sweet blurry messages, we wanted to take things further—with hearts that literally do what they say. So be careful. Because with the right heart, and a good internet connection you may just find yourself married or moving in.”

Blurriness played into last year’s popular “Situationship Boxes.”

This time around, the approach feels a tad edgy. No surprise, that style is designed for young-adult appeal. Sweethearts surveyed 2,000 single Gen Zers and millennials, and found 40 percent seek serious commitments.

And the hereafter is as serious as it gets: