In the ever-evolving world of marketing, creativity knows no bounds, and Hellmann’s has just raised the bar with an unconventional campaign that brilliantly merges brand identity with celebrity endorsement. The brand recently launched “Will Levis No. 8,” the world’s first “parfum de mayonnaise,” inspired by NFL quarterback Will Levis, known for his viral food hack of adding mayonnaise to coffee. This unique partnership, developed by Edelman, cleverly captures the essence of both the brand and the athlete, turning a quirky moment into a memorable marketing triumph.
Capitalizing on Viral Moments
Hellmann’s didn’t just stop at providing Levis with a lifetime supply of mayonnaise after he was drafted by the Tennessee Titans in 2023. They took the partnership to a new level by creating an actual fragrance that embodies Levis’ unusual love for mayo. The limited-edition perfume, priced at $8 for a 30-milliliter bottle, quickly sold out, demonstrating the power of blending humor, creativity, and a deep understanding of viral culture in marketing.
Parody with Purpose
The campaign’s hero ad, a 40-second spot, perfectly parodies the high-end fragrance commercials, featuring Levis in a dramatic setting, reflecting on mayo as though it were a fine scent. The ad, directed by Edelman’s global executive creative director Andrew Simon, leans into the tropes of perfume advertisements while allowing Levis’ personality to shine through. His performance, described by Simon as unexpectedly natural, plays a key role in the campaign’s success.
Perfect Brand-Athlete Alignment
The synergy between Hellmann’s and Levis isn’t just a result of his viral coffee-mayo moment; it’s also rooted in his offbeat personality and the brand’s playful spirit. This partnership, born from a quick-thinking response to Levis’ second-round draft placement, has been a strategic match. The fragrance, with its notes of mayo, musk, vanilla, and coffee, is a cheeky nod to Levis’ unique tastes and Hellmann’s willingness to embrace its own polarizing product.
Expanding the Campaign’s Reach
Beyond the fragrance itself, the campaign has extended its reach through various channels, including social media, out-of-home ads, and even testing strips at a Titans preseason game. Levis has enthusiastically embraced his role as the face of this campaign, even bringing a bottle of No. 8 to a post-game press conference, further blurring the lines between his persona and the product.
Conclusion: A Winning Strategy
Hellmann’s “Will Levis No. 8” campaign is a masterclass in modern marketing, combining viral moments, celebrity partnership, and creative execution to create a product that’s as memorable as it is humorous. By not taking themselves too seriously, Hellmann’s and Edelman have crafted a campaign that resonates with consumers and stands out in the crowded condiment market. It’s a touchdown for both the brand and Levis, proving that when creativity and strategy align, the results can be spectacular.