Flash Coffee and Bumble have brewed up a perfect date for individuals seeking love this Valentine's Day. The coffee chain is offering Bumble users two small iced lattes for free, while stocks last, when they show their Bumble Date profile to the baristas at any of the 31 Flash Coffee stores islandwide. The promotion runs from 14 to 20 February.
While Flash Coffee's spokesperson declined to comment on the monetary value of the partnership, she told MARKETING-INTERACTIVE that there is plenty of alignment and synergy between both brands.
"Flash Coffee has always positioned itself as an empowering lifestyle brand that #DaresToBeDifferent with our innovative beverages and tech-enabled customer experience. We saw a natural affinity with Bumble, a brand that is innovative and unconventional, as a women-first dating and social networking app where women are empowered to make the first move," the spokesperson said.
Through this partnership, Flash Coffee aims to surprise, delight and rewards its existing customers and also encourage new customers to try Flash Coffee. "Most importantly, we see this partnership as a way to spread some cheer among our fanbase this Valentine’s season," the spokesperson added but did not provide specific figures for its ROI.
Post-Valentine's Day, Flash Coffee will also unveil a slate of cross-sector brand partnerships and more sustainability-focused initiatives in the coming months to continue driving brand awareness. Meanwhile, Bumble's spokesperson said: "We know that many romantic and platonic relationships begin over a cup of coffee. Through this partnership with Flash Coffee we are excited to give our Bumble community in Singapore the chance to spark a connection with their Date or BFF match in the lead up to Valentines Day."
At the same time, fellow dating app Tinder also tied up with foodpanda Singapore ahead of Valentine's Day, offering users an exclusive SG$5 foodpanda voucher code should they swipe right on foodpanda's mascot, Pau-Pau. The code can be used across all foodpanda services, including restaurant delivery, pick-up, pandamart, and foodpanda shops.
'Find the kaya to your toast,' says Bumble in localised SG campaign
Bumble looks to create PR buzz with Ruder Finn in Singapore
foodpanda SG and Tinder want you to swipe right on Pau-Pau this Valentine's Day