USA Today reports that social media giant Twitter and iconic Valentine’s Day candy Sweethearts have formed a brand partnership in time for this year’s holiday. Sweethearts, a nearly 150 year old tradition famous for its alternating romantic and suggestive sayings stamped on heart candy, will Tuesday unveil a new phrase: “tweet me”.
The new addition is the result of a mass survey of Internet users conducted last year. It comes in conjunction with an iPhone application from the Sweethearts company, Necco, which will allow starry-eyed iPhone aficionados to customize a box of Sweethearts and send digitally to their valentines, for display on their Twitter profiles.
At its core the marriage makes perfect sense. Sweethearts has been saying in fewer than 140 characters (Twitter’s limit) what an entire holiday is meant to represent. But the move is further proof of Twitter’s pop culture impact. Add this to President Obama tweeting his very first tweet earlier in the week, and Twitter’s cultural stock shoots through the roof.