Hellmann's launched a new mayonnaise...fragrance?

Image | Hellman's mayonnaise mayo

Caption: Jars of Hellmann's mayonnaise, produced by Unilever Plc., stand on display at a supermarket in London, U.K. Photographer: Chris Ratcliffe/Bloomberg (Chris Ratcliffe/Bloomberg)

Mayonnaise is one of the most popular condiments in our fridges. You can use it in dishes like potato salad, in a creamy grilled cheese or tuna sandwich, and some people use it as a dipping sauce for French fries.
But have you ever wanted to smell like mayo?
Recently, Hellmann's partnered with Tennessee Titans quarterback, Will Levis, to launch "Will Levis #8" – a fragrance based on the smell of Hellmann's mayonnaise.
Hellmann's love affair with Will Levis began the summer before he was drafted into the NFL, when Levis said he liked to put mayonnaise in his coffee. When Hellmann's heard that, they gave Levis a lifetime supply of their mayo.
Then came the fragrance.
The scent combines hints of tart lemon, coffee, musk, vanilla, and something the company is calling "mayonnaise accord." Levis worked with both Hellmann's and an unnamed perfumer to develop the exclusive fragrance.
A moody, dreamy commercial was released on YouTube.

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We see Levis, shirt off, six pack glistening, drinking the mayo right out of the jar. We see him in white pajamas eating a slice of bread slathered with mayo. We see him lying on the football field, dipping his finger into a jar of mayo.
Levis says his pre-game ritual consists of many ingredients that contribute to his success, adding he now finally has the last spritz that allows him to take on those game days with confidence.
Should be an interesting olfactory moment in the huddle, with notes of "parfum de mayonnaise" gently wafting in the air.

For more stories about The Marketing of Unusual Fragrances, click or tap the play button above to hear the full episode of Under the Influence(external link). Find more episodes on the CBC Listen app or subscribe to the podcast(external link).