I love Valentines Day. Not only because it happens to be my birthday, but also because it’s a bright spot in the otherwise bleak month of February. In the midst of the coldest month, I love walking into stores festooned with sparkly heart and cupid decorations, eating pink and red m&m’s, and receiving hand-made valentines penned on delicate doilies. I resent those people claiming to be “anti-valentines day” and consider this stance a personal affront (it’s my birthday, come on!).
This is also why I love the new partnership between Twitter and Sweethearts candies. As of today, Sweethearts, the 145 year-old brand whose heart shape, pastel colors, and “kiss me” messages have become a symbol of February 14th, will this year include a new message: “tweet me.” The new message will launch in tandem with an iPhone app whereby users can send their valentines a personalized electronic Sweethearts box that will be displayed on the recipients twitter page.
The campaign feels like a logical pairing: Sweethearts have always been up on the latest technology trends (remember “fax me?”), and Twitter is one of the fastest growing and most relevant social media platforms in use today. Both brands are based on sending short messages where brevity is key. While I tend to prefer long, detailed love poems where my valentine pontificates on all my best qualities, nothing gets the message across like those chalky little candies. Even “I love you” in under 140 characters will do when my lover is tweeting my praises to his entire social network. I’m hoping my valentine is clued in to this branding and social media partnership, and that a “Happy Birthday/Valentines Day” message appears on my twitter page come February 14th. Until then, I’ll be picking through all 80 messages in the Sweethearts box to find the new “tweet me” candy to send him. Hint, hint!