Swedish Dating App Smitten Launches “Just Break Up” Campaign

Icelandic dating app Smitten, which has been expanding in Sweden since its 2022 launch, has rolled out a bold outdoor and digital advertising campaign in late January focused on the blunt messages “Gör bara slut!” (“Just break up!”) and “Du förtjänar att vara singel!” (“You deserve to be single!”). The campaign, created by agency Make Your Mark, appears on Stockholm buses, subway stations, university campuses, social media, and podcasts.

Smitten’s Sweden country manager Veronika Kylbergh explained the intent in a press release: “It might sound aggressive for a dating app to say ‘just break up,’ but that’s exactly the point. Dating today is full of unhealthy behaviors that have become normalized. We want to urge people to break up with what doesn’t work, both in relationships and within themselves.”

She added: “Single life is not a failure; it can rather be an active and very liberating choice. The freedom to prioritize yourself, the courage to say no, and the opportunity to date with both humor and self-distance. Being single can be playful, social, and full of unexpected encounters, without the demand that something must last ‘forever’.

”The campaign deliberately aims to provoke discussion and self-reflection rather than simply promote matches. Kylbergh noted that the messages are meant to “sting a little” and encourage people to examine their own dating patterns and personal choices. She described the response so far as strong, with significant organic sharing on social media and conversations sparked across platforms.