Sweethearts candy maker Necco, is celebrating the 150th anniversary of its heart-shaped confections stamped with messages of love and affection by highlighting the beautiful love story of Jack and George, who are celebrating their 55th anniversary together this week.
The historically conservative marketer, which produces some 2.5 billion candies each year, told Adweek: “Our communities are becoming bigger and more connected. For a brand, that means traditional, one-sided communication is not enough. You have to find ways to help consumers participate with your brand and have your conversation become interactive.”
This year, visitors to Necco’s website will be greeted by a video that tells the story of Jack Evans and George Harris.
Now in their 80s, the Texans have been “sweethearts” for 55 years but were just recently able to wed in 2015, shortly after the landmark Supreme Court decision legalizing same-sex marriage. This will be the first Valentine’s Day they’ll be able to celebrate as a legally married couple.
“We spent the day with them in their home and got to know them,” said Necco CEO Michael McGee. “We just kind of rolled the camera and let them tell their story. When you see how they interact with each other—their strength, their genuineness, their commitment to each other—they are just so endearing.”
Watch Jack and George’s love story below: