Cannes Lions

BABE x Bumble Quarantine Breakup Movers

AB INBEV, New York / ABINBEV / 2021

Case Film
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Overview

Entries

Credits

Overview

Background

The wine industry is boring. BABE Wine isn’t. BABE is the carefree wine in a can that’s here to make our consumers feel seen, energized, and relevant. BABE Wine is also a canned beverage usually enjoyed during social or on-the-go occasions. But it’s tough to be on-the-go or feel seen in quarantine.

As a brand, BABE needed to find new ways to interact with our consumers and drive brand and product relevance in this new reality. So, instead of just talking about quarantine on their social channels, BABE was committed to activating in ways that made quarantine more fun (or at least slightly less terrible), and that centered our product in a real and relevant way.

The objective of the creative was to activate based on insights from life in quarantine in an authentic way that increased brand love and brand awareness for BABE Wine.

Idea

Breaking up is hard to do; breaking up when you’re stuck living with your partner due to a global pandemic is a nightmare. In May of 2020, BABE saw that 10% of 24-34-year-olds had already ended a relationship during quarantine*, which meant a whole lot of people were stuck sharing a bathroom with their ex.

BABE Wine and Bumble knew they had to help out. And fast. Because what do the newly single need? A whole lot of wine, and a fresh start.

Together, the 2 brands set out to use their social platforms to alleviate the stress of pandemic breakups in real time and help newly single people do the moving out AND the moving on with lots of BABE wine and a brand new Bumble profile.

(*Source: Y-Pulse, “After Corona Trend Report” (May 2020))

Strategy

Insight: Breaking up is hard to do; breaking up when you’re stuck living with your partner due to a global pandemic is a nightmare. In May of 2020, 10% of 24-34-year-olds had ended a relationship during quarantine,* which means a whole lot of people were stuck living with their ex. And what do these newly single people need to move on? To move out - and lots of wine and a new online dating profile.

Key Message: BABE Wine and Bumble have teamed up to alleviate the stress of pandemic breakups and help newly single people do the moving out AND the moving on.

Target Audience: Coed Millennials, Affluent - Semi - Affluent

Creation and Distribution of Assets: Social post with a tag to enter sweepstakes entry

(*Source: Y-Pulse, “After Corona Trend Report” (May 2020))

Execution

Through social listening, BABE Wine discovered that breakups were on the rise during quarantine, and many of these broken up couples were still stuck living together.

BABE wanted to respond in real time to this unprecedented cultural moment caused by quarantine by partnering with a brand that could extend their reach to new, but relevant, audiences.

Bumble was the obvious partner to help BABE give these people what they need in order to move out and move on: wine and a new dating profile.

A partnership between BABE and Bumble was a no-brainer. BABE is the wine dedicated to making people feel seen and Bumble takes dating just seriously enough.

The 2 brands came together as “B&B Movers," and launched the social contest as a co-branded moving company, whose services included:

- Removing all traces of your ex from your phone

- Hand-tailoring the perfect Bumble profile

- Assembling complicated Swedish furniture while you drink wine

The contest took place of BABE’s Instagram, and ran for a week.

What started as a single social post and concise key visual turned into 16 million earned PR impressions and thousands of people airing their quarantine breakup stories. People couldn’t stop talking about how this was the partnership quarantine needed.

BABE also led category Share of Voice the month of the contest with over 80% SOV in July and August (up 33% from June).

It was the culmination of an idea that played on a very real consumer insight, followed by a partner with the right cultural cache.

Now that’s the opposite of a quarantine breakup story.

Outcome

What started as a single social post and concise key visual turned into 16 million earned PR impressions with 99% positive sentiment, and let thousands air their quarantine breakup stories. People couldn’t stop talking about how this was the partnership quarantine needed.

BABE also led category Share of Voice the month of the contest with over 80% SOV in July and August (up 33% from June).

BABE was also able to drive awareness with new relevant consumers through Bumble co-promotion.

It was the culmination of an idea that played on a very real consumer insight, followed by a partner with the right cultural cache.

Now that’s the opposite of a quarantine breakup story.

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