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BABE Wine’s Line of NFL Scented Candles is a Branding Campaign In Disguise

BABE Wine’s NFL scented candles aren’t the only “I miss this place” olfactory marketing stunt the pandemic has spawned. 
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Marketing Dive

· less than 3 min read

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BABE, the official wine of the NFL, recently partnered with fellow millennial women’s brand Ryan Porter to launch a line of live football-scented candles.

  • Scents include Jockstrap (ew), $18 Nachos (shouldn’t be ew, but usually is), and Hashtag Field Goals (this one smells like turf, which actually sounds fine).
  • The candles launched in tandem with the 2020 NFL Kickoff, per Marketing Dive.

Zoom out: BABE Wine’s NFL scented candles aren’t the only “I miss this place” olfactory marketing stunt the pandemic has spawned.

  • For instance, Uncommon agency and fragrance brand Earl of East released a "Scents of Normality" trio of scented candles back in May.
  • Both sets of candles were meant to trigger emotions tied to places we miss during COVID-19, from dive bars to box seats.

My takeaway: BABE saw millennial-oriented candle companies releasing quirky “remember these smells?” candles and created an olfactory marketing experience that’s not necessarily meant to make a room smell good. The wine brand is simply letting its target market know it's aware of how much they 1) love a trendy candle and 2) miss drinking wine in the nosebleeds.

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