Millennials will remember these…

How Sweethearts Have Stayed Sweet For Over 100 Years

Some of my favorite memories from my childhood revolve around candy-related holidays.

Halloween, for example.

But Valentine’s was different. It wasn’t just about chocolate or sugary treats. 

It was about candy that had something to say.

I’m talking about those chalky, pastel-colored hearts with the little messages.

“BE MINE.”

“CALL ME.”

“U R CUTE”

ETC ETC

Some were sweet, some were nice, and ALL were cheesy.

But have you ever thought about how these tiny candies became THE symbol of Valentine’s Day? 

More than just a nostalgic treat, candy hearts, conversation hearts, or “Sweethearts” are a masterclass in seasonal Marketing that have managed to stay relevant for over a century.

So how did they do it?

This is the story of… SWEETHEARTS. 

Before we get into your favorite candy (unlikely), we have to talk about your grandparents’ favorite candy.

Not the strawberry bon-bon or those unwrapped butterscotch chews they keep in that decorative glass dish 🤮.

I’m talking about Necco Wafers.

Necco: The Best Way to Keep Your House Trick-or-Treater Free Since 1847 (via Amazon)

Yes, those chalky, disc-shaped candies that taste like a mix of nostalgia and disappointment. But love them or hate them, Necco Wafers are the reason Sweethearts exist in the first place.

Before they were stamping messages on bite-sized hearts, the company behind them was already dominating the candy aisle way back in the 1800s.

Let’s set the scene: 

The year is 1847 and lozenges are SO IN. They’re quickly becoming the best way to take medication and every apothecary is hopping on the train.

They were sweet, easy to eat, and helped the medicine go down without a hitch. Just imagine them as the gummy bears of yesteryear (looking at you Grüns).

Even though lozenges were becoming super popular, they were a TOTAL PAIN to make. You needed a mortar, a pestle, insane arm strength, and a ton of time just to make 1 batch.

It was like medicine-making’s version of running a marathon except with less cardio and more chalky, sugar-filled frustration.

That’s where Oliver Chase comes in.

This Boston pharmacist, tired of the grueling process, thought, “There’s gotta be a better way to do this.” So, he put on his inventor hat and in 1847, inadvertently created the first-ever candy-making machine.

Instead of the tedious manual labor of grinding and molding each lozenge by hand, Oliver’s machine could quickly roll the dough and press it into neat, uniform discs. Suddenly, making lozenges was easier, faster, and a whole lot more efficient.

Bro was LITERALLY on his grind (via Candy Hall of Fame)

There was only one issue: the market for medicinal lozenges started to shrink. Lozenges were a trend, and as any Marketer can tell you, trends don’t last.

As people moved away from lozenges as their go-to medicine, Oliver (and his brother Daniel…great name) saw the writing on the wall. They knew they couldn’t keep relying on a lozenges to keep the lights on. 

The world was changing, and so was the way people consumed their medicine (see our story on Malort… at your own risk). 

Instead of trying to be medicine pretending to be candy, the brothers decided to fully lean into the candy angle.

They saw the potential to create something fun, nostalgic, and most importantly: sweet. And so, in 1850, New England Confectionery Co. (AKA NECCO) was born in a Boston factory, marking their official pivot from medicinal lozenges to pure candy.

This wasn’t just a shift in their product. It was a reinvention of their entire business. They were no longer trying to be the medicine of the future.

They were going to be the candy of the future.

And that future wouldn’t be too far off. Because Necco Wafers were the first mass-produced candy in the U.S. They were a HIT.

Everyone ate them from kids to parents.

Civil War soldiers even carried them into battle since the wafers were long-lasting and could withstand the rigors of wartime rations. The candy’s ability to hold up over time made it a staple for soldiers, providing a much-needed sugar boost in tough conditions.

They were so well-known that the first man (or so he says) to reach the North and South Poles by air, Admiral Richard Byrd, ordered 40,000 rolls (2.5 TONS!!!) for his expeditions. 

Dope hat? Check. Swaggy coat? Check. 2.5 tons of Necco Wafers? CHECK. (via Washington Post)

But Necco Wafers were just the beginning of the Chases’ candy empire. And things were only gonna get SWEETER.

Shortly after the war, Valentine’s cards became the new big fad (but that’s another story for another day) and Daniel (the better brother in my opinion) started to experiment with food dye and printing words on candies. He eventually nailed it and began printing little messages on each wafer.

Stuff like “I FANCY YOU,” “MARRIED IN WHITE YOU HAVE CHOSEN RIGHT,” and “HOW LONG SHALL I HAVE TO WAIT? PLEASE BE CONSIDERATE” (try and guess which one I made up).

They were a hit and while he cracked the message side, the heart shape that we all know and love wasn’t available until 1902. 

Sweethearts have been a staple for years. In 2016, NECCO made 8 BILLION hearts.

The question is: how did they stick around for so long?

I’ll give you a hint: CONSTANT REINVENTION.

PUT IT IN PRACTICE Your brand is either building a ritual or begging for attention. Sweethearts became a tradition. People do not buy them because they are the best candy. They buy them because it feels wrong not to on Valentine’s Day. That is the level of brand loyalty you should aim for. Here is your challenge. Look at your brand. Are you creating a must-have moment or just another product people could take or leave? Ask yourself these 3 questions: 1️⃣. When do people feel like they absolutely need what you offer? If you do not have an answer, you are not positioning your brand right. 2️⃣. Are you part of a ritual or just a random purchase? The best brands embed themselves into people’s habits, not just their carts. 3️⃣. If your product disappeared tomorrow, what would people miss? If the answer is “not much” then it is time to rethink your strategy. Reply with your answers.

Ok, that wasn’t really a hint but the point stands. 

There’s a reason you can’t buy an “I FANCY YOU” heart today (BTW this was the one I made up) is because the way we express ourselves and our love for each other is constantly changing.

What worked back then isn’t necessarily what resonates today, and as society evolves, so do the ways we communicate. Sweethearts have kept up with those changes, updating their messages over time to reflect the language, trends, and issues of the day.

Take, for instance, the Situationship candies. 

“Messages as blurry as your relationship” is ICE COLD (via ABC News)

Moves like this are exactly why Sweethearts have survived for over a century.

They embrace the culture of the moment while staying true to their roots. The flavors, packaging, and even the slang on the hearts have evolved, but the core product, a simple, pastel-colored candy with a sweet message, has remained the same.

That’s the secret to great brand-building: reinvention without losing identity.

But even with all that staying power, NECCO, the company behind Sweethearts, couldn’t keep up forever. After more than 170 years in business, the struggling candy giant filed for bankruptcy in 2018.

It wasn’t just shifting consumer tastes or economic conditions that brought them down. NECCO had some SERIOUS operational issues.

On May 16, 2018, the FDA found major violations at the company’s factory, including significant evidence of rodent activity and unsanitary conditions. While a one-time slip up could’ve been overcome, this was the company’s 5th violation.

For a moment, it looked like Valentine’s Day would never be the same. Production shut down, and Sweethearts disappeared from shelves.

A love story cut short…UNTIL, Spangler Candy Company swooped in, bought the brand, and revived the hearts, proving that nostalgia (and a little bit of sugar) goes a long way.

Sweethearts weren’t just another product in NECCO’s crumbling portfolio.

They were an icon and icons don’t disappear that easily.

So, love them or hate them (I’m in the “hate them” camp), Sweethearts have earned their place in history.

They’ve survived wars, expeditions, bankruptcies, and even changing slang.

Odds are, they’ll outlive all of us, too.

Marketing Cheat Sheet (WHAT TO LEARN FROM THIS GUIDE):

1️⃣. Reinvention is the Only Way to Stay Relevant – Sweethearts did not just survive for over a century. They evolved with the times. From old school “I Fancy You” to Gen Z coded “Situationship” they kept pace with cultural shifts while keeping the core product the same. The lesson here is that brands that do not adapt get left behind. Your audience’s language behaviors and expectations change. Your brand should too. If your messaging still sounds like it did a decade ago you are overdue for a remix.

2️⃣. Do Not Confuse Brand Equity with Business Resilience: Necco had an iconic product but they still went bankrupt because they let operations crumble. No matter how beloved your brand is if you are not handling product quality logistics and financial health you are playing a losing game. Brand love does not mean business survival. Execution does. Sweethearts got lucky with a revival. Most brands will not get a second chance.

3️⃣. Nostalgia is a Cheat Code but You Gotta Earn It: Sweethearts are not just candy. They are a time machine. People buy them because they remind them of childhood first crushes and simpler times. But nostalgia only works if there is emotional equity behind it. Want your brand to have staying power? Create moments worth remembering. If no one has an emotional connection to your brand today nostalgia will not save you tomorrow.

IN A MEME