yankee candle company

Positioning, In-Store,
360° Integrated Retail Efforts

Yankee Candle needed to dust off its frumpy, grandmotherly image and start appealing to new generations. But we needed to find a relevant truth, as well.

We realized that scent is one of the strongest triggers of memories and conversely, that memories have a scent all their own. With over 250 inspired and creatively-named scents in over 550 stores, Yankee Candle was in a unique position to deliver this insight.

We created a simple architecture and templates. Together with the client’s in-house creative team, we created hundreds of executions across all traditional, in-store and digital media. Social executions encouraged customers to share their holiday memories triggered by specific Yankee scents and purchase/gift them online. The company enjoyed huge success, unseen prior to the campaign.

agency: Lipman./NY