McDonalds releases burger scented candles

branding agency Melbourne

Branding Madness or Genius?

As part of its Quarter Pounder Fan Club, McDonald’s have released a set of candles that smell like the ingredients of a Quarter Pounder, including; 100% Fresh Beef, Ketchup, Pickle, Cheese, Onion, and Sesame Seed Bun.

Before we claim this as absolute brand madness, there is a precedent. Last year KFC released a candle that smelled like their gravy.

Whilst two lunatics do not make for a sound brand strategy (although now I picture many of the branding professionals I know…) there is something redeeming in this brand gesture. The audacity of creating candles to smell like food has an attraction that is only likely to strengthen the bond between McDonalds fan and the burger brand. Will this gesture be compelling enough to justify the investment? Impossible to say, but in a world where standing out and engaging is becoming more and more difficult, one brand’s madness might just be another brand’s brilliance..

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Dave Ansett
David is the founder of Truly Deeply, a branding agency with 30 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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