🧴Dove + Crumbl🍪 = Viral home run
Cookies and cream makes sense. It’s a classic flavor and scent. How about cookies and soap?
Maybe it’s not the most edible combination but iconic soap brand Dove and viral cookie brand of the moment, Crumbl Cookies, are betting that their fans will at least bathe with the scent of “Confetti Cake” soap.
The two brands have partnered to launch a limited-edition line of Dove X Crumbl body care products at Walmart just in time for holiday stocking stuffer ideas.
The collection of a dozen products, priced from about $4 to $7, includes body wash, body scrub, deodorant and hand wash in popular Crumbl cookie flavors, including Confetti Cake, Lemon Glaze and Strawberry Crumb Cake.
As one GenZer, who almost “crumbled” in excitement at the news of the collaboration told Bagable.com, “These products are cheaper than the price of a single Crumbl cookie!”
Crumbl Cookies launched in 2017 and has since accumulated more than six million Instagram followers and close to 10 million on TikTok.
It has a cult-like fanbase, especially among younger consumers, for its extra-large sized cookies served in a distinctive bubblegum pink box bearing the company’s “Crumbl Cookies” logo. A single cookie costs about $6, a box of four about $22 and a box of six as much as $30.
The cookie maker operates more than 1,000 stores across the US and employs close to 30,000 people. It sells over 1 million cookies a day with a menu that rotates every week with new flavors occasionally popping up, making it an almost treasure hunt-like cookie purchasing experience.
The Dove X Crumbl launch, which Walmart hinted at on its Instagram page, ignited a flurry of social media posts. On Tiktok, the term “Crumbl Dove” set off a combined nearly 12 million posts in recent days.
“Like the Dove x Crumbl collaboration or not, the power of partnership is undeniable,” Maura Smith, chief marketing officer of Partnerize (a tech-based platform that helps brands build and manage partnerships), told Bagable.com.
“The internet is talking about both brands, capturing eyeballs, generating buzz and undoubtedly driving sales volume,” she said.
To her point, most of the Dove X Crumbl products are currently listed as “out of stock” on Walmart.com.
A few of the products are already listed on resale sites such as eBay and Poshmark for as much as $35 per product.
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