Coffee Meets Bagel Launches in AUS With Intentional Dating Focus
Coffee Meets Bagel has officially launched in Australia with a marketing campaign focused on frustrations around low-effort dating, including ghosting, superficial profiles and conversations that fail to progress to in-person meetings.
The campaign, titled “Let’s Get Serious”, was created by Australian agency Paper Moose and marks CMB’s debut in the Australian market. It is running across digital billboards, bus shelters, train stations and social media in areas including Sydney’s CBD, Parramatta, Chatswood and North Sydney.
The launch is supported by research from CMB and YouGov indicating that more than half of Gen Z and Millennial Australians are prioritising finding a long-term relationship in 2026. At the same time, 91% of respondents said they were frustrated with their current dating-app experiences.
CMB is using those frustrations to position its service around more deliberate interactions rather than high-volume swiping. The campaign highlights features including its daily “noon bagel drops”, personalised Topic Suggestions and Real Dates, which is designed to encourage users to move conversations from the app to an in-person meeting.
Concerns around ghosting, repetitive conversations and low-quality matches have become common themes across the online dating sector, particularly as younger users reassess how they want dating apps to fit into their social lives. CMB Worldwide CEO Shn Juay said the company sees an opportunity among Australian users who remain interested in relationships but are increasingly dissatisfied with repetitive or superficial experiences.
The Australian launch also represents another stage in CMB’s international expansion. The company has increasingly separated its operations outside the U.S. and Canada through Coffee Meets Bagel Worldwide, with Australia now added to its international market footprint.
Paper Moose developed and distributed the campaign using its own technology and automation tools. The advertising activity is scheduled to run through August and September.
