• by Amy Corr  @MediaPostOTL, June 2, 2021

It’s been a year of isolation for many single people, and Match understands this. The online dating app is using different messaging in a summer campaign running in New York and Los Angeles.

Rather than using its typical relationship-finding taglines like “Meet Someone New” or “Start Something Great,” the brand empathizes with a group of adults who have been cooped up, alone, and are looking for some no-strings-attached summer fun.

Singles are vaxxed, waxed, and ready to “Lick Every Stranger They Can.”

Created by Mojo Supermarket, the social media, outdoor, and lollipop — yes, lollipop — campaign runs through June and was “meant to respond to what is happening in culture as summer gets underway,” according to Mo Said, founder and creative chief of Mojo Supermarket.

And as for that titillating tagline, Said noted it was something Match said in a meeting.

“We think it perfectly encapsulates what the culture thinks every single person wants to do right now, but we wanted to use that line as a moment to show Match’s POV and reinforce they are here for love,” he said. “[The messaging] is different from where the brand has been, but we'd been working on this next version of Match already, so it felt pretty in line with where we're going.”

For OOH posters, “Lick Every Stranger You Can” is written in purple, smeared ink. Lollipops say the same, but the flip side adds: “Here’s something to practice with. But when you’re ready to find someone special, we’ll be here.”

An accompanying card circles back to Match’s traditional mantra: “If this is your summer of lovers, enjoy it… But if you want a summer of love, Match is here and ready to connect you with folks who are looking for real connections and meaningful relationships.”

An Instagram post further explains that the brand isn’t “usually about hookups — but after a year like that, we get it. So go wild.” An added disclaimer emphasizes that singles should get vaccinated, follow CDC guidelines and only lick consenting strangers.

“'Lick every stranger you can' encapsulates head-on what everyone is talking about, that pent-up demand for physical closeness,” added Ayni Raimondi, vice president of brand at Match.

Your move, Tinder.