This morning, the New York Times ran an article on Chemistry.com’s more insinuating advertising campaign against eHarmony, depicting it as “as out of touch with mainstream American values.”
Little Love Among Matchmakers
New York Times, 24 December 2007.
… Chemistry.com is betting that consumers will prefer to associate with a brand that they feel more closely reflects their own values. The campaign imagines a world in which eHarmony’s values — as interpreted by Chemistry.com — were enforced in various ways. For example, one ad shows a sign on a beach that reads “No gays on beach, May-September,” while another features a motel sign declaring, “No premarital sex.” The copy in both ads goes on to assure readers that Chemistry.com does not judge or enforce any moral code on its members.
The ads “demonstrate that eHarmony is out of sync with what is happening in America,” said Ms. Ginsburg of Chemistry.com. The company plans to expand the campaign to include television and more print ads in January.
In the article, eHarmony says,
“Chemistry.com and eHarmony are fundamentally different companies,” said Jodi Petrie, an eHarmony spokeswoman. “We use our research-driven approach to help people find successful long-term relationships. We don’t consider ourselves a casual dating site.” … Ms. Petrie said that eHarmony took no position on premarital sex and had no affiliation with any religion. … In a statement, the company said: “Chemistry.com’s insinuation that eHarmony is discriminatory is 100 percent false, and we believe that Match.com would be better served improving their own service rather than attacking its competitors.”
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