Coffee Meets Bagel (CMB), the dating app for serious, intentional daters, has officially launched in Australia with ‘Let’s Get Serious’, its debut campaign created by full service B Corp agency Paper Moose.
The integrated campaign uses witty, tongue-in-cheek wordplay on familiar dating frustrations – from ghosting and surface-level profiles to endless conversations that never become actual dates – to demonstrate how CMB helps singles make more meaningful connections.
The launch comes alongside fresh research from CMB and YouGov, which found that more than half of Gen Z and Millennial Australians are prioritising finding true love in 2026, while 91 per cent report frustrations with their current dating-app experiences.
“Australian singles are telling us they still believe in love – they just want it to feel real again, not repetitive or superficial. We see a real opportunity to give people a better way to date, one built around intention instead of endless swiping,” said Shn Juay, CEO of Coffee Meets Bagel Worldwide.
“Getting serious isn’t about rushing into marriage or putting pressure on every first date. It’s about being honest that you want something real, dating with intention, and investing in people who want the same. This campaign brings that philosophy to life in a way that’s distinctly Australian: direct, relatable and with a sense of humour.”
“Australian dating culture is egalitarian, irreverent, and deeply sceptical of anything that feels too earnest. ‘Let’s Get Serious’ works because it meets Australian singles where they are: tired of the swipe, tired of the ghost, and ready for something that actually leads somewhere,” said Nick Hunter, CEO and ECD at Paper Moose.
‘Let’s Get Serious’ brings this difference to life by pairing recognisable dating struggles with CMB features such as curated matches through the app’s famous ‘noon bagel drops’, personalised Topic Suggestions and Real Dates, which encourages promising conversations to progress beyond the app.
The campaign was developed and distributed by Paper Moose using its in-house technology and automation tools. It will run throughout August and September across digital billboards, bus shelters, train stations and social media, with placements across Sydney’s CBD, Parramatta, Chatswood and North Sydney.
Credits:
Client: Coffee Meets Bagel
Creative | Production | Media: Paper Moose
