Challenge: Give new life to a brand that has fallen out of its former glory.
Strategy: The curator of your scent experience.
Key Finding: Yankee Candle views itself as a modern and welcoming retail experience. Customers see Yankee Candle as an outdated, highly commercialized store for malls. There is a large disconnect between perceptions and reality.
The Insight: Customers who regularly purchase candles view them as a form of artwork for their home and connect their scents to certain moments in time.
Team: Hannah Levy, Lareina Liu, Afia Boakye, Laura Strukl, Christa Prater, Annie Shephard