Candy brand Sticky says all love is sweet this Valentine's Day via new TBWA\Singapore campaign – Campaign Brief Asia

February 14 2022, 11:09 am | BY Kim Shaw | No Comments

This year, TBWA\Singapore and rock candy brand, Sticky, have come together to launch a new line of candies – ‘All Love Is Sweet’, the perfect Valentine’s gift to support and celebrate more unique sub-communities of gender and sexuality.

Valentine’s Day is an annual global celebration of love, but its festivities are still predominantly centered around heterosexuality, excluding wider representation for members of the LGBTQ+ community.

With nine distinct candy and packaging designs, each one represents a unique subcategory of love within the LGBTQI+ community inspired by the colours of their respective flags. The initiative aims to drive better understanding and inclusion of these communities and comes with a dedicated website explaining each of the different sexual and gender identities highlighted.

“It’s hard to accept communities that you don’t understand or even know exist. So we’re hoping this project can be a starting point for more people to know more about the varied identities within the broader LGBTQ+ community. It’s not just one homogenous group of people.” said the TBWA\Singapore creatives behind the project, Sharmain Lim, Su-Lynn Goh and Yashanti Yap. “We’re delighted to partner with Sticky to support and provide better understanding of these under-represented communities during Valentine’s Day, with the ultimate message being – no matter how you identify on the gender-sexuality spectrum, love is sweet all the same.”

Find out how to support ‘All Love Is Sweet” here.

All proceeds from the initiative will be donated to LGBTQ+ community-based non-profit organisations.