Sweethearts candy is traditionally associated with Valentine’s Day, with 90% of sales occurring during that week. The goal of this project was to rebrand & reposition Sweethearts to appeal to a broader audience, extending its relevance beyond a single holiday. This project targeted both 20–30-year-old couples as well as older consumers familiar with the brand. It was a SCAD group project by Jack Clarke, Anabella Hwang, & Caroline Cassidy.
The rebranding strategy focused on expanding the existing brand’s presence through marketing, events, & product enhancements: Marketing & Media Strategy: Restructured the brand to increase customer loyalty & drive year-round sales. A strategic redesign introduced new offerings to reach a more diverse audience. Product & Packaging: Repackaged Sweethearts for year-round enjoyment while maintaining the nostalgic charm of the original candy. Events & Engagement: Organized themed events, like date nights with complimentary Sweethearts, to create experiential connections. Digital Enhancements: Enhanced the website with a custom Sweethearts message feature to increase engagement & personalization. Every initiative aimed to broaden the brand’s appeal, encouraging purchases across demographics while maintaining its iconic identity.
The rebrand successfully repositioned Sweethearts as a candy for all occasions, not just Valentine’s Day. The new packaging, experiential events, & digital features engaged a wider audience, increasing awareness, loyalty, & year-round sales potential. The project demonstrates how a classic brand can evolve while staying true to its heritage, creating a fun, versatile, & inclusive identity for both new & longtime fans.
