Author: Unilever
Document Type: Presentation
File Size:
Publication Date: 11 September 2026
From Event: Autumn Shopper Seminar on 9 September 2026
Dove x Bridgerton: Bringing cultural relevance to the beauty aisle
Dove partnered with Netflix and Shondaland to bring Bridgerton into the deodorant and body wash categories, using a culturally relevant collaboration to create excitement and drive purchase among 18–35-year-olds.The campaign came to life through a distinctive Bridgerton carriage theatre pallet and an omnichannel activation across Sainsbury’s, including 115 deodorant units, 60 body wash units and 36 scrub units, alongside trolley panels, entrance gates, digital screens, shelf trays and online banners.
Key takeaways:
- Cultural relevance can create excitement around established products.
- Distinctive creative can deliver high-impact retail execution.
- Close collaboration and early planning are essential for successful partnerships.
- Practical considerations including artwork approvals, packaging, lead times and store communications are critical.
The display was described as “best in class” and became a POPAI Awards 2026 finalist.
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