KNEAD
EAU DE PRETZEL by Auntie Anne’s
National Gold Addy Award Winner | Guerrilla Marketing | 2025 AAF
Auntie Anne's bottled the beloved aroma of its freshly baked pretzels into an exclusive fragrance, Knead. This unique scent captures the essence of buttery dough, salt, and a hint of sweetness, transforming the iconic aroma into a wearable experience. Each spritz of Knead evokes nostalgic memories of passing an Auntie Anne's store and savoring the delightful smell of pretzels. We turned an iconic scent into an iconic cultural moment.
Innovative Concept: We transformed the alluring aroma of Auntie Anne’s pretzels into a fragrance, creating a new and exciting brand extension. The fragrance combines notes of buttery dough, salt, and sweetness, encapsulating the brand’s iconic scent into a unique, wearable product.
Pretzel Parfumerie: To celebrate the launch, Auntie Anne's opened New York's first Pretzel Parfumerie on August 13 at 433 Broadway in Soho, New York. The pop-up event allowed fans to be the first to experience Knead while enjoying a sensory and immersive environment.
Exclusive Experience: Visitors to the Pretzel Parfumerie received complimentary swag and enjoyed Auntie Anne’s Pretzels, enhancing their overall experience and connection to the brand.
Product Offering: Knead was sold in 1-ounce and 3.4-ounce bottles, priced at $25 and $45 respectively.
Online Availability: For those unable to attend the pop-up, the fragrance was made available for purchase online. Impressively, the scent sold out within the first 10 minutes of being live, showcasing the high demand and success of the product.
Results: The Knead fragrance launch not only created a novel way for fans to experience Auntie Anne’s but also showcased the brand’s ability to innovate and connect with its audience on a deeper, more sensory level. The rapid sell-out of the fragrance highlights its success and the effective execution of a bold and imaginative idea.
