Why Dove and Crumbl partnered on a body care line

Ever wanted to smell like a Crumbl Cookie? Dove has you covered. The body care brand is partnering with the cookie chain on a line of products that smell like some of Crumbl Cookies’ most popular flavors: confetti cake, lemon glaze and strawberry crumb cake. The move aims to boost Dove’s holiday sales while tapping into the popularity of Crumbl among Walmart shoppers. The new products will be available exclusively at Walmart, in-store and online, starting this week. An ad for the collaboration ran today during Netflix’s Christmas NFL broadcast of the Pittsburgh Steelers and Kansas City Chiefs game. The spot, created by Edelman, features clips of Crumbl fans unboxing and tasting the cookies, a popular TikTok trend showcasing the chain’s weekly flavors. The camera pans up a stack of the brand’s pink boxes to reveal a bottle of Dove x Crumbl confetti cake body wash. The line also includes a body scrub, hand wash and deodorant. “We knew this would be a collection that shoppers would enjoy,” Gaurav Raisinghani, head of innovation, equity and brand design for Dove Skin Cleansing at Unilever, said over email. “Walmart’s customer base has a strong connection to Crumbl’s fun-loving and indulgent brand. When we shared the concept, 77% of Walmart shoppers that we connected with expressed intrigue and excitement and two out of three were interested in buying.” Dove also knew that customers already like the brand’s limited-edition Holiday Treats collection, whose scents include sugar cookie, hot cocoa and chai latte. According to Raisinghani, 45% of customers who bought a Holiday Treats product bought it as an unplanned purchase. Raisinghani said Dove chose to highlight the new product on Christmas Day—and not sooner—due to the anticipated reach of the Netflix game and also to take advantage of customers visiting stores to make returns of holiday gifts. Both NFL games on Christmas will stream exclusively on Netflix (the ad only ran during the Chiefs-Steelers game). Raisinghani noted that Dec. 26 is a high-traffic day at Walmart. “Airing the ad during the Netflix NFL game ensures we will reach a large number of fans who shop at Walmart, who can then be on the lookout for the collection the next time they visit their local store,” he said. When asked if there was any concern about the Netflix broadcast experiencing technology glitches as it did during the fight between Mike Tyson and Jake Paul, Raisinghani said, “We have full confidence in a seamless streaming experience for viewers.” Dove isn’t the first skin care brand to come up with a partnership that focuses on consumers’ sweet tooth. Last December, personal care brand Native rolled out a limited-time collection of deodorants, body washes, shampoos and conditioners that smelled like popular Girl Scout cookies, including Thin Mints, Trefoils and Samoas. Earlier this month, Native released another line, this time in partnership with Dunkin’, for products that smell like frosted donuts. @native Get up and go with all-day odor protection in the most craveable scents🤍🍓🍫🫐 Shop the @dunkin ♬ original sound - Native Crumbl Cookie, which was opened by two cousins with no baking experience in 2017, has grown thanks in part to TikTok, where it has 9.6 million followers. Many of its viral videos show the chain’s rotating weekly cookie flavors. The videos have an “exclusive drop” feel, with quick cuts of close-ups of the cookies set to house music. There are TikTok accounts dedicated to reviewers trying each week’s flavors. @wilmablogs Crumbl cookie review 🍪 This week’s line up is delicious! @Crumbl you ATE this week! #crumbl #crumblecookies #crumblecookiereview #crumblcookiesoftheweek ♬ original sound - Wilma | Latina UGC Creator

Why Dove and Crumbl partnered on a body care line

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