Yankee Candle
A Moment For Momentum
Program
Create Fame
Services
Strategy, Advertising, Creative Direction, Art Direction, Copywriting.
The Challenge
Home fragrance is booming. But Yankee Candle, the global leader in premium fragrance, was fast becoming another forgettable fragrance brand. They were struggling for relevance in fragmented EMEA and APAC markets and facing aggressive price-based competition. They needed to reclaim perception as a premium product by transitioning from simple selling scents to creating a deep emotional connection. Yankee Candle appointed The Behaviours Agency and utilised our Create Fame program to move beyond product features and create a campaign that would generate fame, create relevance and ensure the brand showed up distinctly. Justifying its premium position.
Our Strategy
We applied our motivation + memorability methodology to drive audience behaviour change. Our strategy identified motivations across different audiences. The ‘Serenity Seeker’ is motivated by de-stressing, and the ‘Mood Maker’ seeks to create social ambience. The important thing is that we found that both segments value fragrance as an essential ritual to create these scarce and desired moments. This created the opportunity to position Yankee Candle’s unmatched consistency and room-filling fragrance as unique triggers for these emotional moments. By making Yankee Candle the essential element for these rituals, we created a powerful hook to drive brand fame and emotional resonance.
Creative solution
Building on the ‘A Fragrance for Every Moment’ platform, created by our Brand Renovation Program, we developed a campaign that amplifies the power of fragrance to transform real-life experiences into sensory memories. Distinctive, hyper-real and serene scenes visualise everyday moments elevated
by Yankee Candle. The product acts as the sensory trigger for authentic experiences. Connecting
with people truly and deeply.
Carefully created assets and messaging ensure local market teams can easily and consistently activate the campaign across a busy 12-month marketing plan.
The Impact
Deepened Brand Relevance
By aligning with core motivations, the brand achieved total relevance.
Brand Distinction
Hyper-real creative cuts through category noise to drive memorability and fame.
Elevated Value Perception
Shifted from price or feature led to emotional benefits to justify a premium positioning.
“Strategic, rigorous, and creatively brilliant. The Behaviours Agency understood our vision perfectly and delivered the exact spark we needed to successfully relaunch our flagship brands in Europe.”
Amber Popowitz
Regional brand lead, Newell Home Fragrance