The “Sweetness´ Week” is the first week of July, from 1st to 7th July. It was established in 1989 in Argentina as a result of the advertising campaign “a candy for a kiss” created by the brand Arcor. It was part of a marketing strategy to increase sales. The slogan of this particular week is a candy for a kiss.
Initially the campaign focus on a new Arcor´s product “Bon o Bon”, but nowdays all kinds of sweets are valid for the exchange. It is estimated that during this week of the year, sales increased by 20%.
Today the Week of Sweetness is a traditional and very popular week among Argentines. Each July 1st we can see on newsstands and candy stores posters promoting this event. But this story is not all just about candy; is true that during the week of sweetness what is proposed is a chocolate gift for someone, but also encourage tender gestures toward animals and people around us, as well as creating enjoyable environments in workplaces to enjoy event fully.
So far the Week of Sweetness only exists in Argentina. Who tries to promote it also in his / her country?!