In the final week of September, Bud Light – the official beer of the NFL – marked the new season by teaming up with Homesick to offer fans a ‘Tailgate Candle’ to recreate the scent of football and tailgating.
To help fans gear up for football from home, this olfactory activation provides football fans who can’t make tailgates this season with familiar football fragrances of lawn chairs, grass, hops, bleachers, dried face paint; cedar, ol’ pigskin and smoked charcoal. The candle packaging features Bud Light’s signature blue brand colour and logo with scenes that capture the atmosphere leading up to a big game.
Pitched as a “must-have for your can’t make the tailgate but that’s not gonna stop me starter pack” and primarily promoted online, the ‘Tailgate candle is available at homesick.com for $34 MSRP (and for an extra $15 customers can print a personalised message on the candle’s jar to commemorate tailgating moments with fellow football fans and friends).
— Bud Light (@budlight) September 27, 2021
“We’re a team full of football fans here at Homesick, and we wanted to celebrate its return by doing what we do best: capturing our favorite memories in a fragrance,” said Homesick General Manager Lauren Lamagna. “Just like no tailgate is complete without Bud Light, this candle wouldn’t have been complete without the expert input from the Bud Light team. We had a blast bringing this to life together, and hope all football fans enjoy it as they gather for game day with friends.”
“Bud Light fans have been chomping at the bit to get out there and cheer on their favorite football team with a beer in hand. As the official beer sponsor of the NFL, we wanted to reward football fans with an extra special way to ring in game day this year,” added Bud Light Senior Director Of Digital Corey Brown. “Homesick nailed the feeling that you can only get when gearing up for a great game! ”
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Another brand-backed, somewhat tongue-in-cheek, sports-linked product following in the footsteps of Kia’s 2017 ‘NBA Auto Air Fresheners’ and Babe Wines’ 2020 ‘Football Themed Candle Range’, as well as rival Miller Lite’s recently launched ‘Luxury Football Rings‘.
We particularly liked the personalisation aspect of the activation – from names of friends and favourite players, to memorable game-winning touchdowns and even post-game quotes – if not the price of it.
This activation also links to ongoing physical football-watching limits due to the pandemic and enables fans to recreate the stadium experience from home.
Part of Win Brands Group (Win) and founded in 2016, Homesick describes itself as “a home fragrance and lifestyle brand that creates authentic, hand-poured products that draw on the power of scent to evoke treasured memories of people, places, and moments”.
ABInBev’s Bud Light, which represents a family of products including Bud Light, Bud Light Seltzer, Bud Light Peels, Bud Light Chelada, Bud Light Platinum and Bud Light Platinum Seltzer, has been the official beer of the NFL since 2011.
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