Leading personal care brand Dove has joined forces with cookie brand Crumbl to create limited-edition body care products inspired by fan-favorite flavors.
Made together with global communications agency Edelman, the campaign combines Crumbl’s viral appeal with Dove’s trusted body care expertise.
The collection features three delightful fragrances:
- Confetti Cake
- Lemon Glaze
- Strawberry Crumb Cake
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These scents are available in body wash, liquid hand soap, body scrub, and deodorant.
The goal of the campaign is to create a memorable holiday shopping experience that excites consumers and engages bustling shoppers, all while driving sales during the festive season.
Starting this week, the product line will be exclusively available at Walmart’s physical and online stores.
In a press release, Gaurav Raisinghani, head of innovation, equity, and brand design for Dove Skin Cleansing at Unilever, highlighted how the collab capitalized on the two brands' loyal fanbases to produce unique, feel-good products:
"Pairing Dove's commitment to superior care with the irresistible scents of Crumbl felt like a natural fit. By listening to our communities, we identified the Crumbl flavors that would resonate most for this collaboration.
The result is a collection that challenges what you thought was possible from your body care routine, allowing anyone to cookie all day, every day."
While both brands have kept details of the campaign under wraps, fans have already shared their excitement and enthusiasm for the collaboration.
TikTok Energy Meets Holiday Cheer
The new line debuted with a commercial during Netflix’s highly anticipated Christmas NFL broadcast of the Pittsburgh Steelers and Kansas City Chiefs game.
The spot begins with heartwarming moments of Crumbl fans unboxing and tasting the cookies, capturing the joy and excitement seen in popular TikTok trends celebrating the chain’s ever-changing weekly flavors.
As the scene shifts, the camera gracefully pans up a tower of Crumbl's signature pink boxes, revealing a delightful surprise at the top — a bottle of Dove x Crumbl Confetti Cake body wash, blending the worlds of indulgent treats and luxurious self-care.
The commercial was purposely launched on Christmas Day to drive high viewership and capitalize on holiday shopping trends.
@danicolexx Dove x Crumble #dafuq #crumbl #crumblcookies #dove #skincare ♬ Jelly Fish Jam - Spongebob Squarepants
The collaboration between Dove and Crumbl serves as a powerful example of how creative brand partnerships can create meaningful consumer experiences.
By blending Crumbl's social media-driven popularity with Dove's reputation for trusted quality, the campaign successfully tapped into cultural trends and resonated with younger audiences.
Leveraging exclusivity and perfect timing during the holiday season, the partnership generated excitement and demand, as evidenced by danicolexx's TikTok post garnering 5.1 million views and nearly 500,000 likes.
Earlier this year, Dove also partnered with Edelman to launch the "Beauty Never Gets Old" campaign.
