US EditionThe sweet details of PR for Dove x Crumbl’s Gen Z collab
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The sweet details of PR for Dove x Crumbl’s Gen Z collab
Surprise scent drops and TikTok superfans turned a traditional brand into a cultural moment. Making an everyday item like soap cool isn’t easy. “Let’s be honest, we’re often talking about a plain white bar,” said Andrew Simon, Edelman’s global executive creative director. So Simon and his agency worked with Dove to inject youthful energy into the brand – and a little pink into its iconic products – through a cookie-scented collaboration with Cru…
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