Alright, it’s 2021. The world’s recovering from a pandemic. Societal norms, like ‘wearing pants at work,’ have long-been evacuated. But, human interaction is masked, distanced or virtualized. The irony… Oh, and now you’re not supposed to drink during January. Forget fixing everything… How are singles supposed to go on dates during all this?
I’ll answer that in just a sec. First I’ve got to explain this. This is the Black Collar Club. And in it I’ll address relevant marketing, advertising, social and cultural “news” in a condensed format sourced from hours of early morning time spent scouring the internet in hopes of finding out what’s REALLY going on in our industry.
How are singles supposed to go on dates during all this? During an unprecedented pandemic and pants-less era with masks, muted microphones and the mounting pressure of meeting someone meaningful in a month lacking libation?
That’s how. Match is partnering with O’Doul’s “to normalize no-alcohol dates for dry January.” (Ad Age) They’re “launching a sweepstakes in which 100 fans will win Virtual Date Kits with items designed for a virtual date, minus the alcohol.” (Ad Age)
I know… no alcohol. But don’t say ‘boring’ yet because there is a selfie-stick apparatus.
“Included in the Virtual Date Kits are O’Doul’s socks, designer candles, selfie rings and phone stands and conversation cards to break the ice on a date, but also limited-edition cans.” (Ad Age) Selfie ring. Same thing.
But, the cans are pretty cool. They’re “designed by Austin-based illustrator Abbey Lossing, known for her colorful and playful illustrations for publishers…” you’ve probably heard of. (Ad Age) And if you haven’t, it’s really all the same…
What isn’t, is the amount of alcohol different people are willing to consume. But luckily for you, the big brains on the Match team thought of that, too. Yes, there’s “an option for Match users to update their profiles with more options around their drinking preferences…” (Ad Age)
Good stuff.
But why the fuss? Why not just blast the bottle to break the ice and partner with brands slingin’ the hard stuff? Because, “new research from Global Market Insights predicts that revenue for the non-alcoholic beer market will cross $29 billion by 2026.” (Ad Age)
And… “a new Morning Consult survey found 13% of… adults who were surveyed would give up booze this month, a jump from the 11% who said they would in previous years.” (Ad Age)
The movement has momentum. And Match & O’Doul’s are making it happen.
Happy swiping, singles!
Your Huckleberry,
Jimmy Boy
SOURCE: Ad Age