• by Fern Siegel , February 11, 2026

Candy is still a perennial Valentine's Day favorite, which is why Sweethearts Candies is moving with the times.

In a new spot by Tombras, the company channels modern dating with “Love in This Economy.” In a first, Sweethearts has designed hearts for realistic romantics.

“This year, the sweet pastel hearts are aimed at pragmatic romantics who need a bit more convincing than ‘hug me’ or ‘be mine,’” said Avi Baliga, CCO of Tombras. “The way to the heart is sometimes through thrifty finance.” 

The new Sweethearts reflect that experience, with conversation hearts such as Split Rent, Cook for 2 and Buy N Bulk. The 124-year-old brand hasn't removed its classics like Marry Me and Cutie Pie, it's simply updated love in the 21st century.

That's reflected in the new 30-second spot in which Rapunzel rejects a knight in shining armor for a partner who copes with life's necessities. “That’s why Sweethearts wants you to use your head, not just your heart to find love this Valentine’s Day,” she explains. Posters also run on social with couples holding oversized candy hearts that reinforce sharing, such as Car Pool.

The new push isn't the first time the company updated inventory. To reflect the iffy nature of some relationships, it debuted Ghosted Sweethearts in 2025, blank white hearts without messages. In 2024, Situationships sported misprinted hearts to describe vague alliances. 

"Sweethearts has always evolved with the times by staying aware of current dating trends and relationships — and being practical is having a moment," said Evan Brock, vice president of marketing for Spangler Candy Company, the maker of Sweethearts. The company also makes Dum-Dums, Necco Wafers and Bit-O-Honey.

Tombras counts Arby's, Ricola and Spirit Airlines among its creative work.