‘Authentic’ Campaign Sees Brand Release Candle That Smells Like Mild Disappointment and Burnt Popcorn
AUCKLAND – In a bold move to prioritise 'authentic consumer experiences', local snack brand Chuff unveiled a scented candle allegedly inspired by “the true emotional arc of microwave popcorn”.
Titled ‘Tuesday Nights Alone’, the candle's aroma combines eau de stale butter, mild regret, and the unmistakable whiff of overcooked popcorn kernels. “It’s not about being aspirational anymore,” said creative director Sophie Mallard, leaning unconvincingly on a beanbag covered in QR codes. “We’re not selling a lifestyle. We’re selling that moment when you realise you’ve overcooked dinner and already committed to watching The Block with your cat.”
The campaign forms part of Chuff’s new brand platform, 'Unapologetically Beige', which, according to the agency's 146-page slide deck, taps into the “liminal space between giving up and choosing comfort”. Assets include an entirely beige Instagram feed, a Spotify playlist of sighing, and a branded mindfulness app that just plays recordings of busy mall footsteps.
So far, focus groups have responded positively, with 68% describing the scent as “eerily familiar” and 23% mistaking it for Wellington’s Civic car park. Early adopters are already scalping limited-edition jars online, with one Trade Me listing tagged “vintage disappointment, possibly edible.”
Agencies in Ponsonby are allegedly scrambling to replicate the concept, with one creative reportedly pitching a line of mood-based hummus spreads. Industry officials warn a full-blown ‘Emotional FMCG’ trend may be incoming, and advise Kiwis to emotionally prepare for coleslaw-fragrance diffusers by midsummer.
Titled ‘Tuesday Nights Alone’, the candle's aroma combines eau de stale butter, mild regret, and the unmistakable whiff of overcooked popcorn kernels. “It’s not about being aspirational anymore,” said creative director Sophie Mallard, leaning unconvincingly on a beanbag covered in QR codes. “We’re not selling a lifestyle. We’re selling that moment when you realise you’ve overcooked dinner and already committed to watching The Block with your cat.”
The campaign forms part of Chuff’s new brand platform, 'Unapologetically Beige', which, according to the agency's 146-page slide deck, taps into the “liminal space between giving up and choosing comfort”. Assets include an entirely beige Instagram feed, a Spotify playlist of sighing, and a branded mindfulness app that just plays recordings of busy mall footsteps.
So far, focus groups have responded positively, with 68% describing the scent as “eerily familiar” and 23% mistaking it for Wellington’s Civic car park. Early adopters are already scalping limited-edition jars online, with one Trade Me listing tagged “vintage disappointment, possibly edible.”
Agencies in Ponsonby are allegedly scrambling to replicate the concept, with one creative reportedly pitching a line of mood-based hummus spreads. Industry officials warn a full-blown ‘Emotional FMCG’ trend may be incoming, and advise Kiwis to emotionally prepare for coleslaw-fragrance diffusers by midsummer.