Kingsford

When summer fades after Labor Day, charcoal grilling enters its slow season. To keep Kingsford front and center, we tapped into people’s sensorial connection to grilling and bottled the unmistakable aroma of a backyard cookout into a limited-edition fragrance called Slow Burn. Fronted by Jason Kelce, the drop sold out in hours.

7.9B Earned Media Impressions

400+ Earned Placements

357K Organic Social Views

3.7% Engagement Rate

200% Spike in Social Mentions Overnight

Sold Out in 24 Hours

7.9B Earned Media Impressions 400+ Earned Placements 357K Organic Social Views 3.7% Engagement Rate 200% Spike in Social Mentions Overnight Sold Out in 24 Hours

Slow Burn Case Study

Credits:
ECD: Jeff Leaf
CD: Brittney Thomas
AD: Milo Krimstein
Producer: Kelsey Frangela
Editorial: Irresistible Studios
Scent & Packaging: Detroit Wick