- Hellmann’s new brand ambassador, NFL Star Will Levis has launched the world’s first mayonnaise-inspired fragrance that “smells like greatness.”
- The brand launched a humorous launch video to promote the new “fragrance.”
- The Tennessee Titans’ quarterback’s new scent, Will Levis No. 8, is available through Shopify.
Levis famously put mayo in his coffee when he began working with Hellmann’s last year. Continuing his partnership with Hellmann’s, this year, the brand ambassador takes things one step further with this humorous mayo fragrance.
“At Hellmann’s, we are always looking for ways to insert ourselves into culture and drive conversation around unconventional uses and associations with mayo and this idea perfectly laddered up to the larger brand goals that we set out to achieve,” said Chris Symmes, head of marketing, dressings North America, Unilever. “Given that today many cultural icons and athletes are the face of various fragrances, we were inspired to go one step further and create a signature scent that Will would be proud to put his name on.”
This campaign drops as NFL season gears up with pre games kicking off this week. The spot targets football fans and encourages them to use the mayonnaise when preparing snacks to watch games.
“We created Will Levis No.8 to connect mayonnaise to football season in an unexpected and exciting way,” added Symmes. “We know Hellmann’s is already part of fans’ game day food spreads and we’re offering delicious new game day recipes on gamedaydishes.com for inspiration. Now with this mayo-inspired scent – developed to exude greatness, just like Levis – we hope football fans everywhere feel and smell ready for game days.”
In addition to the spot, the campaign will be further supported by a massive OOH takeover in Nashville, home to Levis and the Titans.
