Sweetness Week in Argentina: When It Is and What to Give

Semana de la Dulzura (Sweetness Week) is celebrated in Argentina from July 1 to 7, and it’s an unusual case: a date created by an advertising campaign that people genuinely adopted and that now runs on its own.

The origin: “a kiss for a bonbon”

In 1989 a candy brand launched a campaign with that slogan: during that week you give someone a bonbon and get a kiss in return. It worked so well that the date outgrew the brand. Today it’s celebrated in Argentina, Uruguay and Paraguay, among couples, families, kids and offices.

What people give

Gift	For whom
Bonbons and chocolates	Everyone. It’s the essence of the date
Chocolates + flowers	Partner. The most requested combo
Sweet breakfast delivered	Partner, mom, a friend
Artisanal alfajores (Argentina’s classic filled cookies)	Coworkers, group gifts
Assorted candy	Kids, nieces and nephews, godchildren

How to avoid the generic

The problem with this date is that everyone gives the same thing bought at the same place. Five ways to stand out without spending much more:

• Add flowers. A small bouquet with the chocolates turns a routine gesture into a gift.
• Have it delivered instead of handing it over in person. The surprise factor changes everything.
• Choose real chocolate. The difference shows and it costs little.
• Write something. Two lines transform the gesture.
• Send it to someone who isn’t expecting anything: a coworker, a neighbor, your grandmother.

The winter advantage

July (midwinter in Argentina) helps for two concrete reasons: the chocolate doesn’t melt on the way, which is a real problem on a summer date, and flowers last much longer in the cold. A bouquet sent in the first week of July can last up to two weeks.

At the office

It works very well as a team gesture: a big box to share or an arrangement with chocolates on the common table. It costs little and noticeably lifts the mood of a July week.