Advertising people often get asked “what’s your favorite ad?” I rarely have a recent answer, either through lack of memory or loyalty to what I consider hall of fame ads like this and this and this.
What I’m more likely to respond is about something brave I see a brand doing. Even if the execution isn’t perfect or the market uncertain, just the bold move is noteworthy in a sea of brands that prefer to play it safe.
Such was my response when I heard about the Pear Ring Experiment. It’s a social experiment whereby single people who are open to meeting people wear a simple pear-colored ring. It “makes it easy to know who is single around you and who is open to meeting new people IRL.”
What I like about this:
The Hashtag alone #NotaDatingApp. There is a huge movement (among women at least) in celebration of being single and in resistance to the malnutrition of dating apps. Shani Silver’s book “A Single Revolution” and the Female Dating Strategy Podcast reach millions of women with social commentary that has Tinder, Hinge and Bumble running scared.
Its simplicity. Talk about a minimally viable product. They make 3 sizes of the same silicone ring and ship all 3 rather than fussing with precise fits. (Also encouraging you to give those you’re not wearing to friends with different-sized digits.)
The social framing. Asking the world to reconsider reliance on apps is a tall order. This truly will be an experiment and I love that they’re arranging IRL events for their community. The press interest alone will get them tons of unpaid media.
The delicious irony of a ring signaling single hood rather than marriage.
Behaviorally smart. People already reflexively look for a ring to determine someone’s availability.
What I’m less sure about is how many women will be willing to signal their availability so widely. Married folks have been known to remove a ring to try to hook up and I imagine Pear-ring wearers might also pocket the ring but for the opposite reason.
But enough about what I think — what do YOU think? Share in the comments.
Until next time, remember that culture is the new creativity.