When Dove, a brand synonymous with trusted skincare, joins forces with Crumbl Cookies, known for its viral dessert creations, it’s more than just a fun collaboration—it’s a case study in modern marketing strategy, brand collaboration to be exact. When viral cookie brand Crumbl teams up with a household name like Dove, magic (or at least marketing brilliance) happens. Together, they’ve launched a playful, dessert-inspired range of personal care products. At the heart of the partnership is a playful range of sweet sounding personal care products, featuring:
- Confetti Cake Deodorant
- Strawberry Cake Body Scrub
- Lemon Glaze Hand Wash
This unexpected pairing combines Dove’s reputation for quality with Crumbl’s iconic scents, resulting in products that feel nostalgic, indulgent, and just quirky enough to grab attention.
But while the product line itself is appealing, the collaboration’s success isn’t about how many cookie-scented deodorants fly off the shelves. It’s about marketing impact—a masterclass in grabbing attention, driving conversation, and expanding brand relevance.
The Power of Unconventional Collaborations
Brands like Dove are no strangers to crowded markets, where it’s increasingly difficult to stand out. That’s where unconventional partnerships, like this one with Crumbl, come in.
The collaboration taps into multiple psychological and marketing triggers:
- Nostalgia: Scents like Strawberry Cake and Lemon Glaze evoke childhood memories and create emotional connections.
- Novelty: Dessert-inspired personal care products feel fresh and unexpected, sparking curiosity.
- Social Media Magnetism: The quirkiness of the products makes them perfect for shareable content and viral reactions.
Such partnerships often succeed because they break traditional category boundaries, injecting fun and surprise into everyday products.
Why Sales Are Secondary
“I can’t wait for my armpits to smell like cookies.” Words I never thought I’d mutter. But truly, I can’t.
While most marketing campaigns focus on driving sales, Dove’s collaboration with Crumbl is a strategic play for brand awareness. Here’s how:
- Grabbing Attention:
In an era where consumers are bombarded with ads, this collaboration cuts through the noise. The Internet’s reactions alone—ranging from “Gross. I want it” to “Nobody asked for this”—show that Dove has achieved what every brand wants: relevance in the cultural zeitgeist. - Expanding Audiences:
By teaming up with Crumbl, Dove positions itself in front of a younger, trendier demographic that may not have been its primary target audience. Crumbl’s loyal fanbase, particularly millennials and Gen Z, now have a reason to engage with Dove. - Earning PR and Buzz:
The collaboration has already garnered significant coverage in both traditional media and online platforms. Whether or not consumers buy the products, Dove has successfully reignited conversations about its brand.
What Can Marketers Learn From Dove x Crumbl?
This collaboration illustrates a key marketing lesson: you don’t always need to sell a product to win. Sometimes, the attention and engagement a campaign generates are more valuable than direct sales.
Here’s why this works:
- Attention is Currency: In today’s digital-first world, attention is one of the most valuable commodities. This collaboration has placed Dove firmly in the spotlight.
- Breaking the Routine: By stepping outside of its typical product focus, Dove appears more innovative and adaptable—a crucial perception for legacy brands.
- Cross-Pollination of Audiences: Collaborations allow brands to access entirely new customer bases. In this case, Crumbl’s loyal fans are discovering Dove, while Dove’s long-time customers might now have a reason to check out Crumbl.
What’s Next for Dessert-Inspired Marketing?
The Dove x Crumbl partnership is just one example of how brands are exploring unexpected collaborations to stay culturally relevant. With social media playing a massive role in shaping trends, quirky, nostalgia-driven pairings like this are likely to become more common.
Whether you’re a marketer looking to make an impact or a curious consumer wondering about the appeal of cookie-scented skincare, one thing is clear: Dove doesn’t need to sell a single bottle to win this game.
The buzz alone ensures that this collaboration will be remembered—and isn’t that the real goal of marketing today?
What do you think about the Dove x Crumbl collab? Is it genius marketing or just a gimmick? Let us know your thoughts!
