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The Swirl: October 23, 2017

One week until Halloween, and we all know what that means. Candy for days. Can we all agree that the orange Oreos and pumpkin Reese's are the best thing on earth? Apologies ahead of time for the sugar highs. In this edition: a dating app that gets real, Whopper complaints, and phoneless fam din.

NUMBER OF THE WEEK

$52,000,000 - what Americans spent on Reese’s Peanut Butter Cups last year, nearly $15M more than any other candy. Can you ever go wrong with PB and chocolate?

For the single ladies (and men)...

SwirlNotes: Hinge wants to get real. If you don’t have the dating app yet, you might want to download it. Their latest campaign showcases stories inspired by real users and their responses to prompt questions like "your favorite karaoke song" and "your unusual skills." Because if you’re not willing to sing "Wagon Wheel" with me, then are we really meant to be?

WHY IT MATTERS

There’s a lot of competition out there with dating apps today, and many of them have started to blend together. Hinge has been a favorite in the past due to its mutual friend requirement, but now we have more reason to love it. While the questions might seem silly, they give you a much more accurate description of someone than generic questions that address your hobbies and interests. Hinge hopes that this will help people find more things in common and make real connections. The campaign is part of a strategy shift for Hinge following a relaunch last year, and we think it’s working. No more fake - just the real you. That’s what we call true love.

For the Whopper fans...

SwirlNotes: Burger King just intentionally bullied (AKA smashed) some customers’ Whoppers. Yes, you heard us. Why would they ever do such a thing, you ask? The act was put on to raise awareness for bullying. Turns out people care more about a $2 sandwich than humans. Yikes.

WHY IT MATTERS

Burger King put on a such simple act, but we couldn’t think of a better way to hit this message home. Seeing it happen in real life is different than hearing about it - it’s more memorable than other anti-bullying ads out there. Smart move by our new fave burger place. And there wasn’t just a small difference in the amount of people that reported the Whopper vs. the kid. 95% of customers reported the damaged burger, while only 12% stood up to the high-schooler being bullied. Not good. Thanks for bringing our attention to this, BK. Purpose-based marketing efforts have a history of going far, and we hope this one succeeds. No bullies allowed here.

For the smartphone addicts...

SwirlNotes: Might we enjoy dinner without cat filters and likes? Common Sense Media really hopes so. To make a point, Will Ferrell (who donated his time, we might add) stars in a series of videos with his “family” promoting #DeviceFreeDinner, a campaign geared to encourage families to use their phones less and connect more. Easier said than done, for some.

WHY IT MATTERS

Before this campaign, we hadn’t heard of Common Sense Media. And at first glance, it may not seem like the most important nonprofit out there given the recent hurricane events, but after reading into it a bit more, this is definitely a cause we can get behind. Media and the use of smartphones has a lot of scary implications for parents today. Like uncensored violence, cyberbullying, and most importantly, diminishing quality family time. And it’s not just the kids at fault. We’re all guilty of it and could all benefit from a little less screen time. This is a bigger issue that we may not always be aware of, and thanks to Will Ferrell and Comcast’s support, this nonprofit now has a platform to make a difference.

FINAL FOOD FOR THOUGHT

Apple just topped the list for America’s most relevant brands. Here’s the top 50 and why they’re performing so well.