Case Study: Yankee Candle boosts brand relevance and premium perception with The Behaviours Agency

Yankee Candle boosts premium relevance across EMEA and APAC with The Behaviours Agency

Yankee Candle, the global leader in premium home fragrance, was struggling for relevance in key international markets and facing aggressive price-based competition. To reclaim its premium perception and create a deeper emotional connection with consumers, Yankee Candle appointed The Behaviours Agency and utilized its Create Fame program.

The Behaviours Agency developed a strategy focused on audience motivations, identifying that customers value fragrance as an essential ritual. Their creative campaign positioned Yankee Candle's product as a unique trigger for emotional moments, using hyper-real scenes to transform everyday experiences. This solution successfully deepened brand relevance, created distinction in the market, and elevated value perception to justify a premium position.

Yankee Candle