Tennessee Titans quarterback Will Levis made headlines last year when a TikTok video went viral showing him putting mayonnaise in his coffee. While it turned out to be a joke, Levis is now taking his love for the condiment to the next level by helping Hellmann’s launch the first mayo-inspired fragrance.
The Unilever brand recently introduced a fragrance called Will Levis No. 8, with a promotional film created by agency Edelman and Emmy Award-winning cinematographer Steven Meizler. The ad features Levis running barefoot in a flowy shirt through fog and thunderclaps, exuding a sense of mystery and allure. He is shown eating mayo straight from the jar and on a slice of bread, inviting viewers to „smell like greatness“ with the Parfum de Mayonnaise.
Chris Symmes, Unilever’s head of marketing for dressing in North America, expressed excitement about the collaboration, stating that Will Levis No. 8 brings mayonnaise to the forefront of football in a surprising and engaging way. The fragrance incorporates creamy notes and coffee undertones as a nod to Levis‘ unconventional pairing, which initially led to Hellmann’s offering him a lifetime supply of mayo. This partnership marks Hellmann’s first athlete endorsement deal.
Andrew Simon, Edelman’s global creative director, emphasized Levis‘ passion for Hellmann’s and football, highlighting the significance of creating an iconic scent that reflects his unique interests. Simon noted that Levis is not only a prominent figure in the football world but also a key player in condiment culture.
Hellmann’s will be selling Will Levis No. 8 through Shopify, making the fragrance accessible to fans and consumers alike. Symmes expressed hopes that the campaign will generate a similar level of buzz and media coverage as the previous collaboration with Levis, which garnered attention on popular shows like The Stephen A. Smith Show and Thursday Night Football.
To further promote the fragrance, Hellmann’s will be launching an out-of-home takeover in Nashville, Tennessee, where Levis plays for the Titans. This strategic marketing move aims to engage local fans and create excitement around the unique partnership between the football star and the beloved condiment brand.
In conclusion, the collaboration between Will Levis and Hellmann’s represents a creative and unexpected fusion of sports and condiment culture. The launch of Will Levis No. 8 fragrance showcases the brand’s innovative approach to marketing and highlights Levis‘ distinctive personality and interests. As fans eagerly await the opportunity to experience the Parfum de Mayonnaise, it’s clear that this partnership is set to make a lasting impression in both the football and fragrance industries.