Bumble and Babe Wine Are Alleviating the Stress of Pandemic Breakups

Contest winners will have moving costs—and drinks—covered

a pink moving truck that says your ex is canceled
Bumble's moving truck promises help with a tricky situation. Bumble
Headshot of Diana Pearl

Going through a breakup is tough. Going through a breakup when you live with your partner is harder. And going through a breakup when you live with your partner and there’s a global pandemic going on, well, that’s about as hard as it gets.

Luckily, for those who have found themselves in the latter scenario, Bumble is here to help.

The dating app is teaming up with canned wine brand Babe to cover moving costs for people facing a breakup in the midst of the pandemic. This includes a $600 gift card meant to be used to cover moving fees and a $100 gift card to Babe for some liquid solace in a dark time. Beyond the monetary prize, Bumble also promises to “hand tailor” the perfect profile for the newly single mover and help “remove all traces of your ex from your phone.”

Hopefuls can enter the competition by commenting or tagging a newly single friend on a post on Babe’s Instagram feed. There will be five winners who will get their expenses covered.

https://www.instagram.com/p/CDRVUybpq8r/

Though Bumble and Babe aren’t actually getting into the moving business themselves, they are equipped with a pink truck that reads: “Your ex is cancelled. Babe and Bumble are here to help you get a move on. Literally.”

Bumble, which hit 100 million users in July, has been forced to get creative throughout the pandemic, particularly in its earliest months when stay-at-home orders were in place throughout the country and in-person dating was essentially on pause. (And for many, this continues to be the case.) In April, the company hosted a digital dating event in partnership with BuzzFeed and teamed up with Airbnb to offer daters free virtual experiences in May.


@dianapearl_ diana.pearl@adweek.com Diana is the deputy brands editor at Adweek and managing editor of Brandweek.
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