Mayonnaise-scented fragrance
It all started when clips of NFL quarterback Will Levis putting mayonnaise in his coffee went viral. That led to the one-of-a-kind announcement that he had signed an endorsement deal with mayonnaise brand Hellmann’s. The latest in their collaboration is a limited-edition fragrance that is described as “the world’s first parfum de mayonnaise”.
To quote from the press release:
See mayo, taste mayo, smell mayo. Today, Hellmann's® Mayonnaise is releasing the world's first parfum de mayonnaise, Will Levis No. 8, in partnership with condiment icon and star quarterback, Will Levis. The fragrance was crafted to harness the tantalizing scent of the world's most alluring condiment – mayonnaise. Developed to exude an aura of greatness, the curated scent helps football fans feel and smell ready for game day (and every day!).
"With the launch of my signature scent, I've fulfilled a lifelong dream of partnering with Hellmann's to craft a fragrance like no other, one truly embodying the distinct scent of greatness." said Will Levis. "Rich and creamy, Will Levis No. 8 is more than a mayonnaise-inspired fragrance. It's transformative. I've eaten mayo, drank mayo, and now I can smell like mayo."
The brand also released a 40-second spot that captures the strangeness of perfume commercials as also the quirkiness that has marked its collaboration with Levis.