The Yankee Candle 'Make it More Magical' Campaign is Festive
Michael Hemsworth — October 28, 2024 — Marketing
References: yankeecandle & retailtimes
The Yankee Candle 'Make it More Magical' campaign has been launched by the brand ahead of the holiday season to help get consumers in the mood for Christmas in a decidedly whimsical way. The campaign features a variety of print, out-of-home (OOH), social, digital and experiential marketing endeavors that also includes a TV spot created by Modern Citizens. The spot aims to capture the essence of the smell of Christmas that sees a nurse invigorated by the aroma of the holiday season, only to arrive home and enjoy that same feeling from a Yankee Candle.
Chief Growth Officer at Modern Citizens Ben Middleton commented on the Yankee Candle 'Make it More Magical' campaign saying, "It’s not every day you get the opportunity to make a massive Christmas campaign with the world’s biggest candle brand, but when this brief came floating through the door we couldn’t have been more excited to get things off the ground!”
Chief Growth Officer at Modern Citizens Ben Middleton commented on the Yankee Candle 'Make it More Magical' campaign saying, "It’s not every day you get the opportunity to make a massive Christmas campaign with the world’s biggest candle brand, but when this brief came floating through the door we couldn’t have been more excited to get things off the ground!”
Trend Themes
1. Whimsical Holiday Aromas - The campaign emphasizes the power of festive scents to evoke joyful memories and enhance holiday experiences.
2. Multi-channel Marketing - Utilizing print, OOH, social, digital, and experiential marketing highlights a trend towards comprehensive, multi-platform branding.
3. Emotional Brand Storytelling - The narrative of a nurse uplifted by holiday scents showcases the potential of emotional storytelling to connect with consumers.
Industry Implications
1. Home Fragrance - Innovative programming in home fragrance can transform simple products into powerful sensory experiences that connect emotionally with consumers.
2. Advertising and Marketing - Engaging multi-platform campaigns reflect a broader industry shift towards integrated and immersive marketing strategies.
3. Holiday and Seasonal Retail - The emphasis on whimsical, holiday-themed campaigns opens new avenues for seasonal retail innovations.
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