Ash runs Tinder experiment to show smokers are less desirable to opposite sex

Smoking makes you less attractive to the opposite sex. Action on Smoking and Health (Ash) believes it has proved this by creating two profiles on dating app Tinder using images of the same person, with one profile portraying her as a smoker and the other as a non-smoker.

Tinder is a dating app that allows its users to rate each other on their looks by swiping an image of potential candidates to the left or right. If two users both like each each, or "match", they will be introduced.

Lobbying group Ash claims the non-smoking profile got twice as many matches.

The US-based campaign aims to reach young adults in a different way because Ash believes they are rarely affected by ads about the health implications of smoking.

Brand: Action on Smoking and Health USA

Clients: Megan Arendt & Nichelle Gray

Creatives: Angelle Juneau & Jeff Scardino

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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