Match partnered with popular non-alcoholic beer brand O’Doul’s to offer virtual dating kits and help daters stick to their ‘Dry January’ resolutions.
The special deliveries included limited edition blue cans to mirror Match’s signature branding, as well as socks, candles, ice-breaker conversation cards, a smartphone stand and a selfie light.
A number of new preference filters were added to the dating platform as well, to indicate how much singles enjoy drinking. The options available were ‘No Drinks’, ‘Depends On The Day’, ‘Anything In Moderation’, and ‘Let’s Drink’.
The collaboration was inspired by a survey that found one-third of singles often feel social pressure to drink alcohol on a first date. However, 43% said that they would be interested in trying a low- or no-alcohol drinks when dating.
Daniel Blake, Vice President of Brands at O’Doul’s parent company Anheuser-Busch, said in a statement: “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.
“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.”
It’s especially important in the first month of the year as many people are taking part in ‘Dry January’ or have made resolutions to drink less throughout 2021.
A total of 65 kits were given away to singles in the United States, who were all over the age of 21.
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