Dove has been a household name for decades — and that was exactly the problem. Everyone knows Dove. So much so that it became overlooked, especially by Gen Z. In their fast moving, trend driven world, it wasn't enough to be known. We needed to be unmissable.
Our challenge was clear: change Dove from invisible to irresistible.
SOCIAL LISTENING:
Dove didn’t just look at what Gen Z was talking about in beauty spaces—it zoomed out to their entire online universe. And one brand kept popping up: Crumbl.
Crumbl wasn’t only a bakery—it was a phenomenon. Their cookie reviews garnered over 64.6MM views on TikTok just this past year. Every Monday, Crumbl dropped new cookie flavors, and Gen Z lost their minds. TikTok feeds flooded with unboxings, reviews, rankings. But by Tuesday? The cookies were gone, and fans were left craving, waiting for the next drop.
IDEA:
So what did we do? Gave superfans the sweetest drop of the year – a limited Dove x Crumbl Body Care Collection to smell like your favorite cookies all week. Every element of the campaign was designed by social, for social. From leaking the collab just like weekly Crumbl flavors are leaked, to heroing the real comments that inspired each flavor, to launching with viral Crumbl sensations 'The Turnup Twins’ and surprising the most outspoken fans with the sweetest Monday drop they’ve ever smelt.
The Dove x Crumbl collab exploded onto social — making Dove unmissable to a whole new generation.
For a brand that’s been around forever, this wasn’t just a win—it was a reinvention. Dove, the brand Gen Z looked past, became the brand they couldn’t resist.
