Valentine’s Day has always been one of the key moments for food marketing and, in particular, for chocolate. Between hearts, red packaging and messages of love, Baci Perugina remain among the most loved and gifted chocolates ever, a classic that is renewed every year with some innovations designed to capture the mood of the moment.
For Valentine’s Day 2026, Perugina has once again chosen to intervene on one of the most iconic elements of its product: the cartouche. The famous author’s phrases, which have accompanied the chocolate for decades, leave room for something different in one of the special editions. No more romantic quotes, but questions.
Thus was born the Connection Box, a limited edition that transforms the gesture of unwrapping a Kiss into a sort of conversational game. The idea, according to the company, is to “re-ignite real connections” and invite people to really talk to each other, in an era in which we are always connected but often unaccustomed to deep dialogue.
The new interactive title blocks
Inside the package, instead of the classic phrases, there are over 100 questions, divided into 15 different themes: from memories to desires, from dreams to insecurities, up to the so-called “cringe stories” and life playlists. Questions designed to break the ice or stimulate more intimate conversations, starting from a simple and familiar gesture like sharing a chocolate.
The mechanism is deliberately simple and immediate: you unwrap a Kiss – for the occasion the Luisa Classic Dark Chocolate is wrapped in red paper – you read the question and answer. One Kiss leads to another and, in the brand’s intentions, even one question calls for the next.
The project is part of a broader narrative on the theme of contemporary relationships. In the official press release, Perugina cites some data: over half of Italians declare that they do not have a close friend, many users of dating apps struggle to start a conversation and the time spent with friends, especially among younger people, has decreased compared to twenty years ago. Hence the choice to use a symbolic product to try to stimulate meeting and mutual listening.
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The packaging also changes
The Connection Box visually recalls board games, with bright colors and illustrations signed by Antonio Colomboni. The goal is to make the package not just a wrapper, but an object to hold, open and share.
The special edition is available in different formats – from the 100 gram heart to the maxi heart – with prices in line with those of the other Valentine’s Day packages. The Connection Box, as we were already saying, is a limited edition and joins the more traditional versions of the range and other seasonal novelties, such as Baci Perugina Crystal, with dark chocolate and notes of orange.
