BRAND ACTIVATIONS

Giant scented candle helps stressed holiday shoppers to unwind

By our News Team | 2023

Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.

Christmas shopping in New York is tough, apparently. So challenging that you need one of those scented candles to calm you down after elbowing and fighting you way through the crowds of fellow shoppers.

 

At least, that seems to be the perception of Bath & Body Works, a US-based retail chain that sells soaps, lotions, fragrances and candles.

Brand Activations

Photo credit: Bath & Body Works

As part of a new festive season marketing push that encourages consumers to take time away from their hectic daily working lives – and instead unwind in surreal, scent-infused environments – the company created its biggest candle yet.

 

This 3m-high heavyweight candle was then placed in one of New York’s busiest shopping areas – Herald Square – and lit in order to emit a wafting, relaxing scent over the festive season hordes.

 

Shoppers soon gathered for selfies

 

People soon gathered to take photographs of the candle and to pose in front of it for social media selfies. Which, of course, was the entire aim of the activation.

 

The company says New York was chosen as the location for the activation because of the city’s reputation for non-stop hustle and bustle.

 

“Bath & Body Works’ ‘Come Back to Your Senses’ campaign is meant to help our customers slow down, reset and unleash the power of fragrance,” says the brand’s Chief Customer Officer, Maurice Cooper, in a statement. 

 

“It’s an exciting moment as we offer a reappraisal of our brand, sparked by growing demand by consumers seeking personal and home fragrances to express themselves.”


According to the industry publication Adweek, it’s part of a push to bring the retailer to the next generation of shoppers who may not be as familiar with malls and brick-and-mortar shopping.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.