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MarketingWeek says that Match.com is launching a summer TV campaign to target men for the first time. The ads carry the strapline (tagline) “Too Many Women” to illustrate the fact that online dating is now a popular choice for women. The new campaign has been created by US agency Hanft Raboy & Partners and will break in the UK on August 18.
I’ve talked to a lot of people, regular singles and dating industry insiders, about Match’s US tagline, “It’s ok to look.” Almost everyone cringes and says it sounds like they are catering to married people. I would love to have seen the user testing on various Match taglines, interesting that the one they picked is almost universally misunderstood.
Addressing intent with ambiguous wordsmithing doesn’t seem to be hitting the mark at Match. Can you come up with a new tagline? Leave a comment.
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