Bumble sought to win back women, but a ‘celibacy' ad outraged them instead. How the dating app's rebrand went wrong [Yahoo! Finance]
Bumble Inc. - common stock (BMBL)
Company Research
Source: Yahoo! Finance
surge in part-time workers, and this is how Bumble's rebrand veered off course. Have a restorative weekend. - Bumble's stumble. Bumble's announcement late last month of a product relaunch and rebrand was meant to herald a new era for the decade-old dating app founded by Whitney Wolfe Herd. Bumble was long known as the platform where women "make the first move," due to an in-app requirement that women send the initial message to men in heterosexual pairings. But Bumble changed that feature to allow women to pre-set an opening question rather than send a message every time. The product tweaks seemed to go over well, but the accompanying ad campaign has been another story. A refresh was needed. Consumers are fatigued after years of swiping, and making the first move—once empowering—had became "a burden to a subset of our customers," new Bumble Inc. CEO Lidiane Jones told me. Bumble attempted to lean into daters' weariness with edgier-than-usual taglines. One billboard read, "You kn
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BMBL
News
- The Most Friendly State in the US [Yahoo! Finance]Yahoo! Finance
- Wall Street Bulls Look Optimistic About Bumble (BMBL): Should You Buy? [Yahoo! Finance]Yahoo! Finance
- Bumble Inc. Appoints Elizabeth Monteleone as Chief Legal Officer [Yahoo! Finance]Yahoo! Finance
- Bumble Inc. Appoints Elizabeth Monteleone as Chief Legal OfficerBusiness Wire
- The Most Romantic City in the United States in 2024 [Yahoo! Finance]Yahoo! Finance
BMBL
Earnings
- 5/8/24 - Beat
BMBL
Sec Filings
- 6/18/24 - Form 4
- 6/18/24 - Form 3
- 6/11/24 - Form 4
- BMBL's page on the SEC website