THE CHALLENGE

Dove is one of the most iconic personal care brands in the U.S., but among Gen Z, it isn’t considered culturally relevant. Gen Z doesn’t just want function from body care, they want sensorial, trend-driven experiences from their personal care routines. Dove needed a breakthrough innovation that could shift perceptions and spark active engagement with a new generation of consumers.

THE STRATEGY

Dove tapped into a social sweet spot: Gen Z’s obsession with Crumbl, the viral cookie brand known for limited-edition drops and fan-driven hype. Instead of pushing a traditional product launch, Dove mirrored the way Crumbl builds anticipation, turning a body wash release into a flavor-inspired drop event. Every detail, from the pink Dove bottle to fan-fueled scents, was designed to embed the brand into Crumbl culture and fuel obsession with Gen Z.

THE EXECUTION

The campaign launched with no formal announcement, just a series of social “leaks” across Reddit, TikTok, DMs and Crumbl fan pages. Influencers and creators fuelled the momentum, including the TurnUpTwins with a custom jingle. Dove reimagined its packaging, scent names, and rollout schedule specifically for Crumbl fans. Media placements spanned traditional outlets and Gen Z platforms alike, while earned moments like a surprise Nilla Bean scent drop after launch kept engagement high.

THE OUTCOME

No more than 650 characters with spaces It started as a craving. It ended as a conversion machine—and a masterclass in engaging with your key audience authentically. Dove grew its audience and delivered its strongest-performing launch for a collab ever. 

• 52% of Crumbl shoppers were new to Dove
• 3.5B+ earned and social impressions
• 101M+ social views • 5,000+ user response videos
• +13 percentage point lift in Gen Z purchase intent among non-Dove users
• Dove x Crumbl shoppers bought more, spent more, and returned more often than average
• #1 most successful Dove product launch to date, hitting a six-month sales goal in one month