Will Levis No.8
Hellmann’s
Brand Marketing | Influencer Marketing
Hellmann’s Will Levis No.8, parfum de mayonnaise, reimagined how consumers could experience the brand by introducing scent as a new, unexpected way to engage with mayonnaise lovers.
THE CHALLENGE
Mayo is America’s most popular condiment, but during football season, when food consumption peaks, usage drops. At the same time, polarizing attitudes toward mayo grow louder. We set out to activate superfans and turn a polarizing product into something even critics couldn’t ignore.
THE STRATEGY
To inspire super fans to drown out the haters during football season, we dug deeper into their commitment to Hellmann’s.
To inspire super fans to drown out the haters during football season, we dug deeper into their commitment to Hellmann’s. Everyone starts out thinking Hellmann’s is just a food, but for super fans, it's a flex. Google ‘Hellmann's tattoo’ if you don’t believe us.
Instead of pushing another product, we embraced absurdity and created a fragrance. And we found our spokesperson in mayo super fan, NFL quarterback Will Levis.
THE EXECUTION
We launched Will Levis No.8, a mayo-inspired cologne with lemon, creamy notes, musk, and a hint of coffee. The campaign spoofed luxury fragrance ads and starred a shirtless Will Levis. A launch film dropped on social, followed by earned media, interviews, and teaser content. Everything drove to a Shopify site, where daily cologne drops sold out in minutes.
THE OUTCOME
- 11 basis point increase in dollar share during launch week
- 3.95% rise in sales volume compared to the previous year
- 12.3 billion earned media impressions and 1.1 billion organic social impressions
- 22% growth in organic search volume from July to August
- 2,150 bottles sold in five days, each drop gone within minutes
12.3 billion
earned media impressions and 1.1 billion organic social impressions
22%
growth in organic search volume from July to August
2,150
bottles sold in five days, each drop gone within minutes