Bumble x Babe Wines Pair for a Sparkling Stunt

I usually hate stunts.

In the past, they’ve tended to be purple unicorns that carried big costs, outlandish expectations and, often, not a whole lot of strategic thought.

This one, though, from Bumble and BABE Wines? I’m drinking it in.

The sparkling canned wine from Anheuser-Busch recently teamed with the women-first dating app for a sweepstakes. The eligible candidates? Those who’ve recently broke up with their significant other during these stressful times of quarantine. The reward for winners? Babe x Bumble will cover moving costs along with the requisite, ahem, coping tools via their respective products.

Check out the “flyer” and accompanying ‘Gram copy. Cute, fun, light and clever. Catered to a specific young, city-dwelling audience that obviously sits in the brands’ respective sweet spots. They even mocked up the truck.

This is a “stunt” we can get behind. Efficient use of low-lift, low-cost creative. Made for social media. Designed to generate earned media. On brand, on tone and on time.

A toast to Babe + Bumble. Here’s to moving on…and maybe out.