Hellmann's has recruited Tennessee Titans quarterback and certified mayo lover Will Levis to launch a new mayonnaise-inspired perfume.
Aptly named Will Levis No. 8, the "parfum de mayonnaise" was announced in a hilarious spot created by global communications agency Edelman.
Emmy Award-winning cinematographer Steven Meizler, best known for his work on Netflix's "The Queen's Gambit," was in charge of the yummy visuals.
The campaign references a viral video from 2022 that showed Will Levis putting mayonnaise in his coffee.
Have you ever had Mayonnaise with your morning coffee?@UKFootball QB @will_levis is known to dabble w/ said combo 😳 pic.twitter.com/ZuR92Toa4m
— CBS Sports (@CBSSports) July 20, 2022
Though the video was clearly intended to be a joke, the meme landed the quarterback a partnership with Hellmann's, who offered to sponsor him with a lifetime supply of mayonnaise in 2023.
This also marked the brand's first-ever athlete endorsement deal.
Edelman Global Creative Director Andrew Simon discussed Levis' passion for mayonnaise in a statement, highlighting it as the brand's main reason for developing the new fragrance.
"Now, not only is Levis a key figure in the league, but also a key figure in condiment culture," he concluded.
A dedicated website describes the scent as having notes of lemon, mayonnaise, parsley, coffee, musk, and creamy vanilla.
The tantalizing perfume, which appeals to mayo lovers and haters alike, immediately sold out after it launched on Shopify last night.
According to Hellmann's, the scent will be restocked today at 10 a.m. ET.
Brands and marketers alike stand to learn from this unlikely campaign. On top of being a great example of viral marketing, Hellman's uses authenticity to elevate its brand by having it endorsed by someone who truly loves the product.
This not only builds credibility but also endears itself to its target market — even widening its market reach by partnering with an athlete.
Smell Like Greatness... and Mayonnaise
The ad begins in a foggy room washed in blue hues.
Suddenly, Levis runs dramatically through the fog, dressed in an all-white ensemble.
"They try to define you, but you are the ingredient to your own success," he whispers seductively, hilariously echoing a stereotypical perfume commercial.
Antics ensue, as he stares pensively into the distance while smelling a jar of Hellman's and eats a slice of white bread with mayo.
"Luscious. Eggy. Smell like greatness," he concludes, as the film ends with a shot of the new fragrance in its sleek blue bottle.
In a statement, Levis describes how the campaign helped him achieve his lifelong dream of partnering with Hellmann's.
"Rich and creamy, Will Levis No. 8 is more than a mayonnaise-inspired fragrance. It's transformative. I've eaten mayo, drank mayo, and now I can smell like mayo," he cheekily said in a press release.
The mayonnaise brand also released a short video starring the quarterback on Instagram earlier this month in anticipation of the release.
The short interview gets Levis' perspective on all things mayo.
View this post on Instagram
In other condiment-related news, Heinz has released a slew of marketing successes over the last few months.
The brand teamed up with Marvel blockbuster "Deadpool & Wolverine" for a creative campaign that drew similarities between the characters and its most popular condiments.
Heinz also released a line of ketchup-themed couture with Kate Spade.
These executions show how condiment brands like Hellman's and Heinz are becoming bolder and more creative in their campaigns as they strive to take control of a bigger market share.
Editing by Katherine 'Makkie' Maclang
