Unilever
Dove Body Scrub Activation at Bondi Beach
A High-Energy, Multi-Sensory Brand Moment.
Background
Following our successful activation for Dove Body Scrubs in 2024, we returned to Bondi Beach with a fresh, high-energy take on the Dove Summer Smooth Skin campaign. In 2025, we set out to create an unmissable experience that would stop beachgoers in their tracks, turning Australia’s busiest summer location into a playground for the senses.
For four days, including two at the iconic Bondi Surf Life Saving Club, we transformed the beachfront into a vibrant, immersive space. Our aim was simple: anchor the Dove Body Scrubs brand in sight, sound, touch, taste, and smell, making it fun, memorable, and shareable, while also driving purchase at nearby Chemist Warehouse stores.
Objective
REBORN’s challenge was to cut through the chaos of a packed summer beach and deliver a premium brand experience that positioned Dove Body Scrubs as the must-have product for ‘summer smooth skin’.
Our Approach
We created a fun, high-energy, and memorable activation that would stop beachgoers in their tracks. The goal was to create a brand world that didn’t just sample product but pulled people in with excitement, atmosphere, and sensory immersion. Every element was designed to spark curiosity, draw crowds, and leave visitors with a lasting impression of Dove Body Scrubs.
- Taste – Guests enjoyed custom Pure Pops popsicles, each flavour-matched to their chosen Dove Body Scrub scent, offering a (near) literal taste of the product.
- Touch & Smell – Visitors sampled the scrubs on-site, feeling the exfoliating texture and experiencing the delicious scents first-hand.
- Sound – A live DJ set a high-energy, beach club soundtrack that kept crowds engaged all day long.
- Sight – Ingredient-led set design featured lush floral and fruit installations, a branded Citroën van, promo bikes, and custom flag poles, ensuring the activation looked as good on camera as it did in person.
- Fun & Engagement – Branded games offered the chance to win prizes, and exclusive Chemist Warehouse coupons drove visitors straight from the beach to purchase.
Influencer Amplification
Influencers were central to building momentum and extending the reach of the activation. In the lead-up, teaser content piqued curiosity and hinted at what was to come. On the day, they captured and shared the atmosphere in real time, bringing the sights, sounds and energy of Bondi to audiences well beyond the beach. Afterwards, recap reels and highlight edits kept the conversation alive, turning a single summer day into an ongoing brand moment.
REBORN's
Role
We delivered the Dove Summer Smooth Skin activation end-to-end, managing every element from concept to completion.
Our scope included:
- Creative & Design – Developed a high-energy, multi-sensory concept with art direction and set design featuring ingredient-inspired floral and fruit installations, a branded Citroën van, promo bikes, and custom flag poles
- Activation Delivery – Planned and produced the Bondi Beach experience, managing sampling for Dove Body Scrubs and flavour-matched popsicles, plus branded games and prize fulfilment
- Partnerships & Amplification – Integrated Chemist Warehouse to drive conversion, managed influencer strategy from teasers to live coverage, and produced high-quality photography, drone content, GIFs, and highlight reels
- Operations & Compliance – Oversaw project management, supplier coordination, council permits, safety, and operational requirements for a high-traffic public space
The Results
6,000+
6,000+ product samples trialled (triple the original target)
4,000
All 4,000 Pure Pops distributed
Product sell-out
Chemist Warehouse sell-out at all participating stores
2.07M impressions
2.07 million total impressions, with nearly 2 million influencer views
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