For many adults, Colacao is reminiscent of childhood and family breakfasts and snacks. And aware of this, the brand has created a collection of candles that seek to transfer the particular aroma of its product from the emblematic yellow bottle with a red lid to homes and, thereby, expand the boundaries of its presence in the lives of consumers.
Colacao has precisely presented the initiative under the concept “There are aromas that take you home”, and with a welcoming video on social networks, worked together with the Sibilare agency. As can be seen, the initiative has taken the form of three different candles: one with the classic version of Colacao; another with Colacao Noir, a version made with 50% cocoa and 0% added sugars; and another of Colacao with cookies, which evokes the brand’s range of cookies.
The candles have been held with the candle studio Sevillian Oh My Wax, who has also shared the creative process behind making the candles on their social networks and in which they explain that they have worked on creating the aromas from scratch. Although neither party has shared details about the product, the study is characterized by the use of 100% natural soy wax and vegan and non-animal tested fragrances and dyes.
“There are aromas that take you home, to your childhood, to those lifelong snacks… And precisely from there this collaboration is born. We have been working secretly for weeks, doing a thousand tests and taking care of every detail to create something very special.“, they commented on their channels, inviting users to stay tuned to learn more about the launch.
Neither the brand nor the studio have reported the availability of the candles, which could be through sale or through a raffle on social networks. From reason.Why We have contacted the brand to learn more about the initiative and will update the news when we receive more information.
The initiative is Colacao’s commitment to olfactory marketing to connect with consumers, but also a communicative exercise based on nostalgia. And the brand reinvents its product based on one of its main attributes and expands its presence into a new category, but it also reinforces itself as a brand that is part of consumers’ lives, both now and before.
In this sense, Colacao is offering a new product, but it is also providing a memory, a sensation and an emotion. The action represents another step in the brand’s efforts to expand its target audience and also connect with the adult audience, a strategy that it has been deploying over recent years through different actions.
Among them, collaborations with influencers and content creators popular among generation Z, such as their recent campaign on the Camino de Santiago, the launch of different fashion collections; like the one made with Uniqlo; or the association with chef Jordi Roca to reinterpret churros with chocolate, an initiative that was also made known by the Estopa group.
On the other hand, Donuts recently also proposed to its community the possibility of developing a candle with the aroma of its product. He did so in a publication on social networks in which he proposed three different inventions: a special tupperware for donuts, a bag charm in the shape of the candy; or the candle.
Original Donuts Instagram Post
