Tinder covers up regrettable tattoos this Valentine’s Day

US - This Valentine’s Day, dating app Tinder is offering free tattoo cover-ups for people with regrettable tattoos from their previous relationships, such as an ex’s name or portrait.

Until 16 February 2024, those with ‘ex-inspired ink’ can apply for a free cover-up at a parlour in New York, Miami, Los Angeles or Austin by applying with an explanation of why they regret the tattoo and what they would get it covered up with.

The Ink Twice campaign follows Tinder’s survey of single adults with tattoos in early 2024, which found that 52% with ex-inspired ink said they would like a cover-up and just under half (43%) of respondents said dating someone with a tattoo from a past relationship would be a ‘dealbreaker’.

In 2023, we published a report looking at how Subversive Sustainability Advertisements were using humour to cut through consumers' eco-fatigue and scepticism. Now, brands are applying this strategy to creative campaigns too. Rather than lean into gimmicky romantic content, Tinder’s Ink Twice campaign appeals to those with an appetite for humour and absurdity.