Dove has been a household name for decades — and that was exactly the problem. Everyone knows Dove. So much so that it became overlooked, especially by Gen Z.

To take Dove from invisible to irresistible, we listened to the brand they couldn’t stop talking about — Crumbl Cookies.

Introducing: Dove x Crumbl Body Care Collection. So you can smell like your favorite cookie all week.

Every element of the campaign was designed by social, for social. From leaking the collab just like weekly Crumbl flavors are leaked, to heroing the real comments that inspired each flavor, to launching with viral Crumbl sensations 'The Turnup Twins’ and surprising the most outspoken fans with the sweetest drop they’ve ever smelt.