With the release of the SuperSwipe feature, when you come across someone you like on Bumble, you can not only swipe on their profile, you can make yourself stand out from the crowd. To combat the notion that this was a desperate, or “thirsty” move, we launched our campaign “Never Thirsty, Always Hydrated”. With a variety of short teasers and spots, we washed away any negative feelings towards the SuperSwipe, letting everyone know that going after what you want isn’t thirsty, it’s bold and confident.