- Unilever’s Dove is tapping into the nostalgia trend in a new campaign for its newly reformulated Alcohol-Free Whole Body Deo body spray, with a remixed version of the Y2K-era hit “Don’t Cha” and a phone-based promotional sweepstakes.
- The campaign, which continues the product’s “Let Your Body Body” theme, launched as part of the brand’s partnership with the Grammy Awards and its broader strategy of leveraging music as a passion point.
- The promo included the return of the brand’s “Hot Seats” activation that offered consumers access to “hot” music events throughout the year, along with a supply of Whole Body Deo to make those events feel fresh.
The new commercial, which debuted during the Grammy Awards telecast on Feb. 1, featured the reworked version of the Pussycat Dolls’ pop hit “Don’t Cha,” changing the familiar refrain “hot like me” to “hot like us.” The spot depicts a group of athletic-wear-clad dancers grooving to the new song, while also spraying the Whole Body Deo on themselves. A voiceover notes the deodorant spray is alcohol-free to prevent stinging.
Visuals from the commercial were used in the brand’s “Hot Seats” Grammy activation, as well. In social media posts, the brand used the remix and visuals to promote a “NOW That’s What I Call Hot!” product, styled to resemble the “NOW That’s What I Call Music” CDs popular in the 90s and early 2000s. The social campaign encouraged consumers to call a 1-800 hotline for their chance to win prizes, including tickets to this year’s Grammys. (Entrants were encouraged to leave a voicemail with their contact info, as well as a few details about “what makes them feel hot.”)
The Hot Seats promo will continue to “democratize access to the biggest moments in music” throughout 2026, according to the company.
This year’s program includes a partnership with the Recording Academy that kicked off earlier this month, with a hotline-driven sweepstakes and teaser, awarding three lucky fans a once-in-a-lifetime opportunity to attend the Grammys (who are now confirmed to join us and are PUMPED to see the Grammys awards IRL, thanks to Dove!).
