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Tinder just swiped left on Gap's plan to use its dating app as a new means for promoting the brand.
In a story posted on AdWeek Wednesday, the apparel retailer said that it intended to run provocative phrases such as "you're invited to the pants party" on the platform, in what it called a form of guerilla marketing.
"We did a little something special on Tinder," the Gap's Tricia Nichols told the publication. "You'll see a profile with clever messaging in the spirit of love and the perfect match. It's the perfect fit for Tinder."
But the IAC/Interactive-owned company responded to the story with a viral message of its own. "We did not approve this campaign and it is not an ad," the company's chief of communications said in a message on Twitter.
Gap, which also launched a mini-series on Instagram Wednesday, declined to immediately comment.
Under the company's new CEO Art Peck, Gap has made a number of changes in recent weeks. Last week, the Gap brand shook up its leadership for marketing and online, and eliminated the role of creative director. Also last month, the company announced that it would close its Piperlime brand, which sold third-party products and had yearly revenue of less than $100 million.
Gap, whose namesake label has weighed on sales, will announce its January results Monday afternoon.
Correction: This version has been updated to properly reflect when Gap will announce its January sales results.