Bumble, the women-first dating app, has unveiled a refreshed visual identity and a new global campaign. This move underscores the company’s continued commitment to improving the dating experience for women. The campaign coincides with the expansion of Bumble’s signature ‘Make The First Move’ functionality with the launch of ‘Opening Moves’.
After a decade of revolutionising women’s dating experiences, Bumble is stepping into an exciting new era. The launch of ‘Opening Moves’ gives women more choice in how they initiate romantic connections. This feature allows women to set a question that their matches can respond to, providing additional ways to start a conversation while keeping women in control.
This brand and product evolution marks a pivotal moment for Bumble. The global marketing campaign, featuring high-impact digital and physical out-of-home (OOH) advertisements in more than 10 countries, brings this evolution to life. The campaign messaging, such as “We’ve changed so you don’t have to,” highlights Bumble’s commitment to prioritising women’s needs and experiences in online dating.
Selby Drummond, Bumble’s chief marketing officer, said, “We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating life and with the launch of Opening Moves, Bumble is continuing to put women’s experiences first.”
In the days leading up to the announcement, Bumble teased the global launch with a renaissance-style campaign. This teaser campaign featured larger-than-life cloud-themed beds via augmented reality, short-form content, projection mapping of the ads onto landmark locations, and social media memes.
Bumble is also rolling out a new app identity, which includes a new logo, bolder fonts, and refreshed colours and illustrations. Bumble’s data shows that the look and feel of a dating app is important to 75% of women surveyed, and 65% say that the visual identity of a dating app can make it easier to use.
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