Sweethearts enter Halloween market with Ghosted LTO
The limited-edition release features all-white candy hearts with no printed messages.
Image courtesy of Spangler Candy Company
Sweethearts, the iconic Valentine’s Day candy brand, is launching Ghosted Sweethearts for Halloween. The limited-edition release features all-white candy hearts with no printed messages, available exclusively at GhostedSweethearts.com.
The new product follows Sweethearts’ Situationship Boxes, which featured misprinted hearts as a nod to modern dating ambiguity. Ghosted Sweethearts continue the theme with a silent message aimed at ghosters—those who abruptly cut off communication in romantic, social, or professional relationships. According to the Thriving Center of Psychology, 84% of Gen Z and millennials have experienced ghosting.
“Sweethearts aren't just for Valentine's Day anymore,” says Evan Brock, vice president of marketing at Spangler Candy Company, the maker of Sweethearts. “With Ghosted Sweethearts, we're putting a stake in the heart of Halloween season and poking fun at ghosting, a spooky phenomenon of modern dating.”
Consumers can purchase boxes for themselves or send them directly to someone who ghosted them. Gift purchases include a one-time-use code and link, which can be shared via dating apps, texts, social media, or email. Gift codes expire at 11:59 p.m. on October 31.
Research from Sweethearts shows that 50% of Gen Z and millennials consider ghosting the worst part of modern dating, followed by breadcrumbing (39%) and situationships (35%). Despite these challenges, many are optimistic about their romantic futures—39% hope to commit to a serious relationship in 2025, and 34% hope to fall in love for the first or final time.
The new product follows Sweethearts’ Situationship Boxes, which featured misprinted hearts as a nod to modern dating ambiguity. Ghosted Sweethearts continue the theme with a silent message aimed at ghosters—those who abruptly cut off communication in romantic, social, or professional relationships. According to the Thriving Center of Psychology, 84% of Gen Z and millennials have experienced ghosting.
“Sweethearts aren't just for Valentine's Day anymore,” says Evan Brock, vice president of marketing at Spangler Candy Company, the maker of Sweethearts. “With Ghosted Sweethearts, we're putting a stake in the heart of Halloween season and poking fun at ghosting, a spooky phenomenon of modern dating.”
Consumers can purchase boxes for themselves or send them directly to someone who ghosted them. Gift purchases include a one-time-use code and link, which can be shared via dating apps, texts, social media, or email. Gift codes expire at 11:59 p.m. on October 31.
Research from Sweethearts shows that 50% of Gen Z and millennials consider ghosting the worst part of modern dating, followed by breadcrumbing (39%) and situationships (35%). Despite these challenges, many are optimistic about their romantic futures—39% hope to commit to a serious relationship in 2025, and 34% hope to fall in love for the first or final time.
Ghosted Sweethearts are available for $7.99 per box while supplies last.
Spangler Candy Co. is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.
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