Blog Post #4

 

“O’Douls Partners with Match to normalize no-alcohol dates for dry January”. Ilyse Liffreing. January 12, 2021. AdWeek.com.

Summary

O’Douls has decided to use the tradition of “Dry January” to partner with the dating app Match. This partnership will include limited edition cans, Match updates, and a sweepstakes centered around the message to normalize drinking a little or not at all. Participants in the sweepstakes are entered to win a Virtual Date Kit with items for a virtual date such as candles, selfie rings and phone stands as well as conversation cards. The limited edition cans are designed by Abbey Lossing who also has created illiustrations for the New York Times, Warby Parker, Anthropologie and Target.

O’Douls and Match began the partnership after finding data from Match’s annual Singles in America Survey. They found that “nearly 1 in 3 respondents feel pressure to drink on a first date and nearly half of the respondents are interested in trying a no or low alcohol drink on the first date”. That’s why this campaign was strategically timed to release during “Dry January” to target people trying to cut back on alcohol during the holidays.

Analysis

O’Douls and Match have discovered a profitable opportunity to partner during a social trend. They have recognized the need for customers who want to date but are also trying to cut back on alcohol. They have partnered together to find a target audience that they have in common. By taking advantage of this social trend of not drinking alcohol the month of January, both companies are able to make profit as well as enter a new market to grow their customer base. Both companies are also able to take advantage of the current pandemic with their marketing campaign. For those who want to date but are looking for others who share the same values and personal choices when it comes to drinking alcohol.