Dove

Celebrate an iconic partnership between Dove and Bridgerton in a way that stays true to both brands. It had to be more than a season premiere and a product launch: it had to reflect Dove's purpose-led Real Beauty mission and Bridgerton's norm-defying standards in a way only these two brands could.

Whether at a Regency ball or in the comments section of a Dove commercial, the haters love to hate. Two centuries apart, women are still being talked about for how they look and how they show up, and the most powerful response is the same then as now: let them talk.

"Let Them Talk." Inspired by Bridgerton's masquerade ball, the campaign draws a line from Regency-era gossip to today's comment section and reframes both as noise to rise above. Five bold social media creators who embody unapologetic self-expression led the work, inviting women everywhere to take up space and define beauty on their own terms.

The campaign built from a Christmas Day NFL tease, through "starter kit" scent launches on Instagram and Pinterest, to the Bridgerton Season 4 premiere in Paris.

• 1B+earned impressions globally, and 200+ editorial and social placements
• $11M+in point-of-sale sales at Target in the US within the first three months, with Dove growing market share while key competitors declined
• Over 59%of Bridgerton shoppers were new to the Dove masterbrand, 67% were new to the brand in deodorant, and 41% were new to the category entirely
• 2.5M+organic TikTok views from shoppers' own content filmed inside Target stores
• 10M+earned social impressions, with 90+ influencers extending reach beyond paid media

• Ahead of benchmark in every market: 2x the category average in the US and UK, 4x in Canada, and a 3x sell-out in India at Nykaa

• The Drum: Ad of the Day
• Campaign US
• Marketing Dive