Meetic : meeting or loving ?

The real problem of meetic is they were confused in their choice of positioning.

At the begining, they were focused on « meeting », whatever the type of meeting it can be (friendship, love, sex…). They wanted to have the image of cool, innovation and adaptation to new trends(increasing in divorces, recomposed families). It worked very effectively ! 

However, they finally started to talk about « love ». So the consumers wondered : is meetic breaking the rules or is meetic becoming silly and love oriented like any other basic dating website ?

They didn’t managed to make a choice so they talked about both love and free meeting. Their new commercial highlights this strategic problem

The testimonial form is very classic, love oriented and similar to any other dating website commercials. It doen’t enable the brand to differentiate and to follow its first positioning that worked very well. In the commercial, there is even no humoristic aspect. It brings a too much serious image of the brand. 

That is mainly why Meetic is living a difficult period, threatened by a high number of competitors, really shorter but also really flexible and original !