Key Takeaways:
- Dove is giving fans a shot at Charli xcx's Brat tickets through a deodorant-powered scavenger hunt.
- The brand kicks things off with a pop-up concert and citywide billboard clues starting April 5.
- The campaign supports Dove Whole Body Deo while riding the wave of music and culture hype.
Couldn’t snag a seat to Charli xcx's concert? Dove might be able to get you in.
The beauty brand is putting fans in the greatest seats of the house with the launch of "Hot Seats," a new campaign tied to Charli xcx's sold-out 2025 Brat Tour.
Helmed by Edelman, the effort shows that when it comes to live music, body odor should never ruin the vibe.
The activation highlights Dove Whole Body Deo — a product designed for underarms, thighs, feet, and beyond.
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The product debuted earlier this year with the brand's "Let Your Body Body" campaign.
Now, the brand is following up by tapping into the cultural heat around the Brat Tour's aesthetic, sound, and devoted fanbase.
Kicking off on April 5, the campaign turns the rising conversation on TikTok around concert hygiene into an interactive experience.
It invites fans in Austin, Minneapolis, Chicago, and New York City to locate moving billboard trucks for a chance to win VIP tickets to the show.
In a press release, Head of Dove & SheaMoisture Deodorants at Unilever Kevin Tolson explained the campaign, which focuses on music's ability to inspire confidence and self-expression.
"'Hot Seats' is not only about providing fans access to their favorite artists, but also a fresh, all-over solution so fans can enjoy every moment and let their body 'body' without the fear of odor."
To get started, fans can head to the Dove website beginning April 5 to get a clue pointing to a secret city location.
From there, they'll need to track down a moving digital billboard truck parked somewhere in their city. First to scan the QR code displayed on the truck wins two VIP tickets to a Brat Tour show.
Finn Keane has been announced as the opening act for Charli xcx's BRAT 2025 ARENA TOUR 🖤 pic.twitter.com/oy4Hy4Trh0
— xcx source (@xcxsource) March 19, 2025
The campaign will run across TV, streaming, digital, and audio, with support from media agency Mindshare.
Dove's latest project shows that great deodorant can get you into even better concerts.
By turning a real problem into a buzz-worthy scavenger hunt, the brand uses creative marketing to make deodorant feel like a cultural ticket, not just a hygiene product.
Dove Gets the Party Started
Dove kicked things off early with an exclusive concert in Brooklyn on April 1, featuring genre-bending electronic music duo SOFI TUKKER.
The brand transformed Silo into a pop-up venue where over 400 fans lined up to try Dove Whole Body Deo while dancing to an electric set.
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The "Hot Seats" activation follows Dove's "Let Your Body Body" ad, a rework of Khia's early 2000s hit by rapper Chika that encourages body positivity and confidence.
A full-length 90-second version of the track dropped in early 2025 after the campaign's strong initial response.
Dove launched another music-centric campaign last month when it teamed up with singer-songwriter Bebe Rexha.
Meanwhile, Charli xcx appeared in a Big Game ad for Uber Eats alongside Martha Stewart and Matthew McConaughey in January.
