Tinder, Bumble, Happn…, there are a lot of dating apps today and I can understand that one may feel confused when it comes to choosing one. It can be time consuming to find the right person, or at least the person that wants the same as you, and one may be quickly discouraged.
With this in mind, Fruitz has decided to differentiate from the others by providing an original concept that you are going to discover through this article.
Launched in 2017, this app was created as founders noticed that people had problems to clearly express what they really wanted while dating, creating confusion in conversations. Indeed, first it may be hard to tell the other person our expectations, afraid that the expectations may not be the same on the other side. Secondly, one may not always know what he/she wants while creating a profile. So, as they need to select a fruit, it forces users to think previously about what they are looking for.
Hence, Fruitz aims at solving this problem, pretending to help people to gain time by not talking to the wrong person. The app promotes itself as the one matching directly people having the same desires. It also forces people to clearly assume their desires through a funny way.
How?
Each fruit represents one desire: a cherry to find the real love, a bunch of grapes to have a drink, a watermelon for casual sex, and finally a peach for one night sex. Note that the choice of fruit is not definitive as users have the possibility to make a change every single day, depending on their humour. By proposing users to lay their cards on the table and assume their desires, the brand differentiates by ensuring to get rid of disappointments generated by the other apps already on the market. Hence, the brand position is more qualitative, an improved version of dating apps such as Tinder. The brand promises less matches but more qualitative ones: 10 matches as a maximum per day versus 30/40 matches per day as a mean on Tinder.
The message is therefore clear and highlighted in their slogan “meet people that have the same desires as you”.
This idea of fruit selection allows the brand to attract people as they have the guarantee to not lose their time. The concept seems to keep its promises. It provides satisfaction to its users as the application is rated 4,2/5 for 28,9 k reviews in the App Store, whereas Tinder, one of the most popular dating apps in France is rated 3,9/5 for 31 k reviews.
Pauline GRENIER
432 words.
References:
Fruitz - l’application de rencontre pour le dire avec des fruits. (2021). Retrieved 27 November 2021, from
https://www.site-de-rencontre-verifie.com/fruitz/?fbclid=IwAR3s5jfy07xv5F10mYfpzb0uPLIOWTQPtAEL-sCbwFbx6RFQi8tUYsbMY0c
Cette appli vous promet des rencontres « sans pépin ». (2021). Retrieved 27 November 2021, from https://www.ma-grande-taille.com/sexo/vie-amoureuse/appli-fruitz-rencontres-sans-pepin-280225
FRUITZ. (2021). Retrieved 27 November 2021, from https://fruitz.io/
Commenti