Problem: Dove and Crumbl cookies teamed up for a massive product launch in 2024, You Craved, We Crumbl’d, which included scented bodycare inspired by some of the cookie chain’s most popular menu items. How do we launch year #2 in a fresh way?
Brief: Grooming routines now feel like work. How do we infuse joy back into our bathrooms and hype up the over-the-top girlyness factor of dessert-inspired soaps.
Idea: Sweet, Not Sorry. Both the collaboration and Crumbl cookies have been accused of being “too sweet.” So let’s turn the criticism on its head and celebrate sweetness. Aside from pink, sugar, and all things femme, we encourage fans to be sweet to themselves. Choosing confidence over judgement.
*Assets created as spec and part of pitch deck.
Role: concept, creative director