Dove is known for its iconic white bottle and being a skin- and self-care staple, but it's not always top of mind when you think of a "cool," “trendy” brand. Dove wanted to change that and capture the hearts and social feeds of Gen Z by creating the most crave-able collab and body care collection yet!

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 Cookies.


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

Introducing the viral flavors of Crumbl cookies in delicious new body care products, we made the Dove x Crumbl collaboration
the most hyped beauty drop of 2025. We tapped into Crumbl fan behavior of predicting each Monday's new cookie flavors with a "leak" strategy that teased the fan-favorites Dove is bringing back and bottling up. ​


The fully integrated campaign featured Dove's first-ever pink bottle and branding to match Crumbl’s iconic pink box, and tapped superfans across social, digital, TV, influencer and earned media. The fans craved, and we crumbl’d to deliver a much buzzed-about, culture-first campaign that sweetens beauty routines so people can savour every shower. ​