In yesterday’s dot, I recommended adding smell to the repertoire of tools you use to shape your brand or environment. But some brands have taken it over the top.
My personal (least) favorite: McDonald’s candles. Who thought it would be a good idea to have a candle that smells like bun, onion or beef? The six scents are meant to be burned together (another crazy idea) with candles of ketchup, pickle and cheese to replicate a Quarter Pounder. No thanks!
The New York Times issued a candle that had the scent of newsprint and ink – something that may need to be preserved for future generations and Peeps allows you to fill your space with the “fragrance” of Marshmallow Chicks. Many other brands have unofficial candle options crafted by those on Etsy.
Having people love your brand enough that they want to experience it in many forms is admirable but for most companies, having your own candle scent is nonsensical.
Just because you can, doesn’t mean you should. Just don’t.