The new Match campaign, launched in January 2020, emphasises the authenticity of real relationships formed on Match. A number of TV spots showcase scenes that appear to be sexy, but actually turn out to be beautiful signs of commitment when things start to get serious in a relationship. The campaign celebrates singles who truly want to show commitment and emphasises that sometimes, commitment is the best thing in a relationship.
As part of this campaign, which has the tagline ‘MATCH. START SOMETHING REAL’, Match is also launching a special edition of its logo as a way to assert positioning in the online dating market as a brand which isn’t just for dates, but for starting real relationships.
The new campaign, which sees the logo turning from blue to pink on almost every touchpoint, was inspired by the results of research conducted by the Meetic Group. People felt the pink logo suggested more long-term relationships, meaning Match would be the place to find singles looking for a real connection rather than casual encounters. Pink was associated with thoughts of love and couples**.