A Perfect Meltaway
In celebration of its upgraded, sleek packaging, and in honor of International Self-care Day on July 24, Dove Ice Cream partnered with female-led, eco-friendly Mien Studios to unveil a series of limited-edition silky smooth loungewear sets for loyal fans.
The sets are a creative nod to the luxurious experience of Dove Ice Cream and its luxe new packaging. Available in flavor-themed colors vanilla blue, raspberry sorbet, and, you guessed it, dark chocolate, sets are priced at $25 and ship in about two weeks. To satisfy your sweet tooth and enrich the self-care experience, each order also comes with a box of ice cream bars.
After the garments’ release, the ice cream brand posted reels on its Instagram account showing how the silk outfits can be worn to wind down or to go out. While we’re not privy to specific performance stats, the comments reveal the sets quickly sold out, indicating the campaign was a sweet success.
Chocolate and clothing aren’t typically sold together, but what says self-care more than enjoying ice cream in your pajamas? The creative pairing allows fans to experience indulgence and engages multiple senses. The two brands also both share a commitment to sustainability and uplifting women, and this innovative campaign targeted those causes.
Your brand may not be covered in chocolate, but explore ways it can break out of its shell and forge unlikely alliances to create seductively smooth marketing strategies.
TL;DR: In a collaboration with clothing brand Mien Studios, Dove celebrates its new luxurious packaging by gifting its audience the opportunity to reflect its new look.
