If you ever hear me say I’m not judgemental, that’s only partly true. As a marketer, you need to be able to judge content – what you think is innovative and what’s definitely lacking. Commercial breaks have taken on a whole new meaning for me these years; not just a three-minute window to get my chores done when I was 10.
So – let me introduce my version of hit or miss: DOTE or despise. So often, I see campaigns that I either absolutely love or aggressively shake my head at. Our first contender: the Dove x Crumbl Cookies collab. I cannot say I’m a fan. I really don’t like the idea of scrubbing my body with “Confetti Cake” or putting on “Lemon Glaze” deodorant.
I’ve heard mixed reviews about this campaign. Some were freaking out over this collaboration, and others, like me, are quite surprised this is a thing. UGC is a big thing for brands these days, and the TikToks are a good mix of satisfied customers and nauseated testers.
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