National Lemonade Day in August inspired Chipotle Mexican Grill to launch a limited-edition "Water" Cup Candle in the form of a lemonade-scented soy candle. Intentionally created to look like a Chipotle water cup, this novelty candle comes with a unique promo code that can be redeemed for a free lemonade at Chipotle.
This scented candle playfully references the fact that some Chipotle fans have been known to “accidentally” fill their complimentary water cups with lemonade at the restaurant’s beverage station. Over the years, Chipotle has acknowledged these "accidents" with a series of tweets and it even teased the candle back in December 2019.
This candle based on fan behavior is just one example of how Chipotle has created fan-inspired products from online conversations and ultimately creates a stronger connection with its community.
Why This Trend Is Growing
- Fan-inspired Products
- Companies can tap into their community's online conversations to create products that better connect with their fanbase.
- Limited-edition Novelty Products
- Creating limited-edition products can generate excitement and interest in the brand while also providing a unique experience for customers.
- Scented Soy Candles
- Scented soy candles are becoming popular as a way to create a unique sensory experience for customers and can be used as a promotional item or merchandise.
Industries Being Reshaped
- Fast Food Chains
- Fast food chains can create novelty items or promotional products based on customer behavior to increase engagement and loyalty.
- Home Decor
- Home decor companies can expand their product line to include scented candles as a way to appeal to customers looking for unique, sensory experiences.
- Merchandising
- Companies can use scented candles as a way to promote their brand and create merchandise that fits with their image or products.
