Daily frustration with dating apps contrasts with the crowded, competitive dating marketplace where users and apps struggle to stand out. Platforms face a choice between broad appeal and niche targeting for quality. Pure launched in 2012 as an anonymous hookup app with a tagline promoting quick, safe sex, then pivoted into a full dating app centered on sexual openness, mutual consent and safety. The company is using connected TV in the US to communicate the repositioning. Pure achieved a 50/50 gender split through targeted female acquisition and built an in-house brand team to unify branding and acquisition across channels.
Back when the dating app first launched in 2012, it was a completely anonymous hookup app - a "quick and safe way to find sex right now," according to one tagline from back in the day. But Pure has since pivoted to what Chantal Pesulima, the app's director of integrated marketing, calls a "full-blown dating app" focused on sexual openness, mutual consent and safety.
The app Pure now has a 50/50 gender split, which is remarkably hard to do and requires a LOT of targeting efforts geared toward female consumers. ("Men convert way quicker," Pesulima told me.) Around five years ago, Pure created an in-house brand team, which Pesulima was brought on to lead in mid-2024. Since then, she's focused her attention on integrating branding and acquisition efforts into an omnichannel, "well-oiled machine" that can execute campaigns across the marketing funnel.
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