Bath & Body Works wants customers to come to their senses. In a partnership with agency The Community, the brand’s new holiday campaign “Come Back to Your Senses” is urging busy customers to relax and embrace fragrances. To really draw attention and get consumers to take a moment to stop, they put a 10-foot-tall candle in NYC’s Herald Square, making it Bath & Body Works’ largest candle to date. Using video, OOH, radio, and social media, the campaign is aiming to transport viewers from daily stressors to serene, scent-infused environments. Despite a 2.6% sales drop in Q3, the brand is planning on expanding the campaign through 2024 and will also be focusing on loyalty programs—something YPulse data shows young consumers love. (Marketing Dive)
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