Bizarrely scented candles are getting attention and helping brands stand out. For many companies, these candles are a way to prolong the brand experience by inviting memorable scents home.

There’s McDonald’s six-piece candle set that smells like the ingredients of a Quarter Pounder burger, Dairy Queen’s blizzard-scented seasonal line that sold out in an hour and KFC’s gravy candle. Even IKEA released a scented candle inspired by its iconic store meatballs. Texas Roadhouse is spreading the love with its Honey Cinnamon Butter candles, and beloved Texas grocer H-E-B introduced seven “Flavor Favorites” candles evoking the scent of freshly baked cakes, brownies – and butter tortillas.

Candles make great promotional items because they provide an interactive experience with a giveaway that engages the senses through clever design and packaging/gift box (sight), interesting textures (touch) and, of course, appealing scents.

Scented Candles As A Conversation Starter

In August, Chipotle revealed its lemonade-scented “Water” Cup candle. This cheeky custom candle went viral on social media, poking fun at patrons who ‘accidentally’ fill their water cups with lemonade. Ironically, each candle purchase includes a unique promo code for a free lemonade at Chipotle.

This limited-edition soy candle has already sold out, but eBay resellers are offering the fan-inspired product. Chipotle’s promotional candle is a tribute to customers, almost thanking patrons for stealing their lemonade or at least talking about it on social media.

In a statement, Chris Brandt, Chipotle’s chief marketing officer, says, “Social [media] is the premier destination for us to listen to and engage with our superfans. When they see these lighthearted tributes to social chatter and fan behavior, they feel even more connected to Chipotle.”

Wax Candles As A Wellness Aid 

Since the pandemic, home scent products like candles, diffusers and incense have become comfort essentials. According to the NPD Group, home scent sales grew 13% and sales of home scent gift sets, such as a jar candle paired with a personal care item like lotion, grew 22%.

The sense of smell is very powerful. Scented candles have been scientifically proved to reduce anxiety and enhance mood. Seeking comfort and wellness, consumers are buying aromatherapy wax candles with scents like lemon to improve mood or vanilla to increase happiness. Popular scents, many based on essential oils, include lavender, citrus, vanilla, ocean/sea breeze, lemon verbena, pumpkin spice, holiday pine, mint, and coffee or chocolate. 

The National Candle Association says candle buyers view wax candles as appropriate gifts for the holidays (76%), as a housewarming gift (74%), a hostess/dinner party gift (66%), a thank you (61%) and as adult birthday gifts (58%). But candles can be used all season long as promotional products, especially at indoor events or venues, real estate open houses, home tours, restaurants, event venues, office spaces, hotel lobbies, doctors’ offices, etc.

Light up your marketing efforts with one of these promotional candles: