Babe and Bumble to cover breakup moving costs

Canned wine brand Babe has teamed up with dating app Bumble to cover the moving costs of women who are stuck living with an ex during the pandemic.

As reported by Mobile Marketer, the canned sparkling wine brand owned by AB InBev has teamed up with Bumble on a new social media campaign that offers women the chance to have their moving costs covered if they’ve recently split up.

Babe founder Josh Ostrovsky

Those keen to take advantage of the offer need to tag themselves on the “moving on” post on Babe’s @drinkbabe Instagram account and show how they are “turning their breakup into a glow up”. The five winners will be announced on 6 August when the promotion ends.

As part of the publicity stunt, Babe and Bumble created a mock moving company called B&B Movers in Babe’s brand colours – pale pink and navy blue.

Across the side of the van a message reads: “Babe and Bumble are here to help you move on. Literally”.

In addition to moving your belongings, B&B Movers can also help with removing all traces from an ex from a smartphone and tailoring a Bumble profile to get you back on the dating scene.

Babe is hoping the stunt will increase its number of Instagram followers, which currently stands at 178,000.

According to Mobile Marketer, American consumers aged 18-24 are most likely to engage with the social media campaign, followed by those aged 25-29.

Last month Babe launched its canned sparkling rosé in the UK at Sainsbury’s. The brand was founded by Instagram influencer Josh Ostrovsky and brothers David and Tanner Cohen in 2016 to simplify wine for consumers, and has become one of the fasted-growing canned wine brands in the US.