Online dating service Chemistry.com is targeting eHarmony.com in a new ad campaign. The marketing strategy will criticize its competitor for refusing to match people of the same gender. It will also go after the evangelical Christian beliefs of founder Neil Warren. He has had several books published by James Dobson’s Focus on the Family. Earlier this year, Chemistry ran a set of ads called Rejected by eHarmony. Chemistry’s 7 million registered users are dwarfed by eHarmony’s 17 million. eHarmony dismisses Chemistry as only a casual dating site and not in the business of fostering lasting relationships. Warren has said he personally believes premarital sex can increase the likelihood of one’s marrying the wrong person.
Tuesday, December 25, 2007
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