Dove & Crumbl team up again 🧼 +🍪
Dove and Crumbl are back with round two of their collaboration that’s likely to go viral, again.
Last December, the two brands in a surprise twist, joined forces to launch Dove X Crumbl body care products such as body washes, scrubs, deodorants and hand washes in popular Crumbl cookie flavors such as Confetti Cake, Lemon Glaze and Strawberry Crumb Cake, exclusively at Walmart. WMT 0.00%↑.
According to Dove, the effort tripled Dove’s sales rate and led to more than 5,000 social videos.
Building on this success, the two brands on Wednesday unveiled a followup collab that expands the Dove X Crumbl with a new scent drop.
Here come Tres Leches-inspired body care products, infused with scents of vanilla cake with milky layers, whipped cream, and a sprinkle of cinnamon.
Also new to the collection are Dove X Crumbl beauty bar soaps in Strawberry Crumb Cake and Confetti Cake scents. The collection is available on Walmart.com beginning Dec. 10 and will roll into Walmart stores nationwide on Dec. 28.
“Dove x Crumbl became a cultural obsession last year,” said Mele Melero, chief growth officer with Dove personal care and Dove Masterbrand, North America. “It allowed Dove to grow our audience, increasing Gen Z purchase intent and bringing new buyers into a beloved and iconic brand. So, this year, we’re thrilled to serve up seconds with fresh new formats and scents, but with the same superior care you know and love from Dove.”
Will there be other surprises coming? A hint: Wait until February.
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This collab is smart on multiple levels. Tripling Dove's sales rate while pulling Gen Z into a legacy brand is exactly what a good partnership should do. Crumbl gets shelfspace at Walmart beyond just cookies, and Dove taps into that experiential hype Crumbl's built. The February hint makes me think they'll launch during Valentine's season wich would be perfect timing.