Auntie Anne’s is launching its own fragrance. To celebrate the release, Auntie Anne’s is hosting a “Pretzel Parfumerie” in New York the day before it’s available for consumers—and we know young people love their brand experiences! The signature scent “Knead” will be officially launched on August 14. The fragrance is said to evoke the experience of eating a freshly baked pretzel, with “notes of buttery dough, salt, and a touch of sweetness.” Their goal is to recreate the aroma customers encounter while passing by an Auntie Anne’s store every time it is sprayed—though this might simply make consumers hungry rather than give them a new signature scent. (Food & Wine)
📊 YPulse data: 83% of 13-39-year-olds agree, “Brands should interact more with their consumers through experiences”
