Dove x Crumbl at Walmart

In an era when sensory marketing and self-care are resonating with shoppers, Dove partnered with Crumbl to create limited-edition body care products inspired by the delicious flavors of Crumbl Cookies. With Valentine’s Day approaching, the brand needed a way to tap into the “treat yourself” culture and leverage an indulgent occasion to attract shoppers. They launched the new Dove x Crumbl products during Netflix's first-ever NFL game on Christmas Day.
Dove partnered with Breaktime Media to create an interactive digital experience that paired craveable Crumbl imagery with Dove’s signature pink, spotlighting scents like Confetti Cake, Strawberry Crumb Cake, and Lemon Glaze. The shopper journey introduced the products, teased a sweepstakes, and invited users to take a personality quiz to discover their ideal Dove x Crumbl match and receive a tailored recommendation. Shoppers explored education-driven reasons to believe, then seamlessly added featured items to their Walmart carts. With a creative theme that evoked the indulgence of dessert and self-care, the Valentine’s Day campaign highlighted the collaboration’s decadent nature.
A highlight of the campaign was the sweepstakes, where shoppers could enter for a chance to win Crumbl Cookies for a year & a $500 Walmart gift card by submitting their name, email, and phone number. The experience closed with a delicious offer to help shoppers save.
The campaign extended beyond the digital experience with a full omnichannel approach, including onsite and offsite Walmart Connect media, limited-edition curated boxes, Shopkick offers, in-store events, out-of-home advertising, and influencers to amplify awareness and drive conversion. Products appeared on the Stephen Colbert show, in Variety, across every social media platform imaginable, and more.
The Unilever Dove X Crumbl experience at Walmart found success with shoppers, with participants spending significant time engaging. The dynamic quiz assessed shoppers’ lifestyles and flavor preferences and encouraged them to try featured products, with demonstrated purchase intent shown by the add-to-cart feature. WMC media drove significant impressions and the campaign found longevity online, with a viral social media moment and online buzz.
The campaign successfully drove awareness of the Dove x Crumbl partnership and sales, proving the irresistibility of this decadent combination.