Bumble did NOT read the room when it ran a campaign that mocked celibacy and abstinence as long-term dating solutions. The idea to present Bumble as a welcome alternative was received rather badly in social media. The company apologised and withdrew the digital ads.
But that began a news story. Feeld, “the dating app for the curious, has added celibacy as a Desire on its profile. And Mojo Supermarket has created the campaign to attract the curious in social media and OOH – on top of the OOH Bumble ads that had not been removed.
