Cookie-inspired Dove collection drives sales and new shoppers

Dove’s collaboration with dessert brand Crumbl earlier this year delivered rapid results, with the collection meeting a six-month sales target in just one month. The limited-edition range, sold exclusively at Walmart, also attracted a fresh wave of customers: 52 percent of buyers were first-time Dove shoppers.

The line featured body wash, deodorant, scrub and liquid hand wash in four fragrances inspired by Crumbl cookies: Confetti Cake, Lemon Glaze, Strawberry Crumb Cake and Nilla Bean. The collection also marked a packaging departure for Dove, with products given a Crumbl-pink design that boosted visibility on shelves and led to sell-outs.

Social-first marketing drives impact

Dove built momentum with a teaser campaign on Instagram, showing images of Crumbl cookies and prompting speculation across social platforms, including Reddit foodie communities. The official launch was supported by more than 490 creator videos on TikTok, including a music remix from fan duo the Turn Up Twins.

The campaign emphasised cultural fit over follower numbers, with Dove working with creators who were genuine fans of both brands. AI tools were used to adapt assets for different platforms and audiences, helping scale user-generated content. The approach delivered 53.7 million video views and over 3.2 billion impressions.

Becoming part of consumer culture

Rachel Goldman, Senior Brand Manager, Dove Limited Editions: "This is a great example of how Dove is joining conversations where consumers are, becoming part of their culture in a way that feels authentic for the brand."

Sawyer Hemsley, co-founder, Crumbl: "The excitement of unboxing a Crumbl dessert isn’t just about a sweet treat – it’s about taking a break from the everyday hustle and savouring something special. Because Dove shares our passion for delighting customers and helping them embrace life’s little indulgences, we knew they would be the perfect partner."

The partnership demonstrates how social-first marketing and cultural collaborations can drive rapid sales growth while bringing new consumers into established categories.

www.dove.com

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