In collaboration with dating authority Match, and backed by insights from Match’s annual Singles in America Survey, a new partnership with non-alcohol brew O’Doul’s aims to give daters more options than ever when speaking to their drinking and dating preferences, and comes to life through an in-app profile update within the Match app.
The in-app update now allows users to specify their drinking preferences with more, inclusive language to reflect the wide variance and flexibility consumers are expressing when considering consumption on dates. As dates go virtual and consumption preferences evolve, this partnership gives consumers more options to reflect a myriad of preferences around drinking and dating while reaching Match and O’Doul’s unique consumer bases with a relevant message in an unexpected collaboration.
“We found that 1 in 3 singles feel some social pressure to drink on a first date, yet singles drinking preferences are shifting dramatically as dating evolves,” says Match spokesperson and dating expert Rachel DeAlto. “We teamed up with O’Doul’s this New Year to help eliminate stigma, give singles more ways to identify their drinking preferences on their Match profile, and ultimately help more singles connect and find love.”
“There’s enough pressure to impress on a first date – and even more in an age where we have to connect virtually while safely staying at home,” says Daniel Blake, Vice President of Value Brands, Anheuser-Busch. “The partnership with Match gives O’Doul’s a new way to connect with our audience as they jump into new activities in a new year, like online dating, and allow them to moderate while still enjoying the great taste of beer.”
Along with the in-app update, non-alc brew O’Doul’s is releasing a limited edition can design for the third consecutive year, this time directed towards a new group of consumers: singles. The design was created by Austin-based illustrator Abbey Lossing, weaving in Match’s signature blue and an eye-popping design to encourage conversation and consideration of non/low alcohol options. To receive the new cans, Match and O’Doul’s are offering a Virtual Dating Kit sweepstakes for singles to take on a virtual first date. The Virtual Date Kit includes all the essentials to comfortably pull off a virtual first date, including a ring light, cozy socks, and conversation starters.
“Through Match’s Singles in America Survey, we discovered that nearly half of respondents are interested in trying a non or low-alcohol drink on a first date,” said Adam Warrington, VP of Corporate Social Responsibility at Anheuser-Busch. “Through this program, and revamped label design in partnership with Match, we hope to spark conversation and encourage consumers to be authentically themselves while drinking and dating responsibly.”
The limited-edition O’Doul’s cans will be available to 65 Virtual Date Kit Sweepstakes winners, all entrants aged 21+ can apply via the sweepstakes site for the chance to win.
For more than 165 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 100 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 18,000 colleagues across the United States. We are home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, Twitter, Facebook and Instagram.
Match, the dating app, is available for download on iTunes and Google Play. Users can experience Match in eight languages with membership available in 25 countries across five continents. Founded in 1995, Match is the #1 destination for singles looking for a long-term relationship and Match has created millions of love stories. Match is an operating business of Match Group (Nasdaq: MTCH) and is headquartered in Dallas, Texas.
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