Necco's video features Jack and George, who wed in 2015 after being together since 1961.
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Candy maker Necco is expanding the definition of "sweetheart" to celebrate the 150th anniversary of its heart-shaped confections stamped with messages of love and affection. A new campaign from Hill Holliday seeks to give the brand a modern makeover by plugging into social themes, including marriage equality. That's a novel approach for the confectionery category and a new recipe for this historically conservative marketer, which produces some 2.5 billion—yes, that's billion—of the candies each year.