Chain of grocery stores Lidl combined the two completely opposite worlds – food and the beauty industry. Lidl wanted to create buzz just before barbecue season to remind people that soon it is that time of year again. We hired the only perfumer in Scandinavia, Max Perttula, to create the scent of barbecue. The end result – perfume called “Eau de Grill” – was a combination of Finnish birch, lake ambient and airy smokiness.
The advertising and packaging were loyal to the beauty industry. The campaign had just the right amount of disharmony to make it appealing and interesting to the people. The best thing was that people actually liked the scent and all the parfums were sold out everywhere. Eau de grill was also a talking point in media. Oddly enough food magazines were talking about the perfume and women´s magazines like Elle were talking about barbecuing. Suddenly we got the scent of barbecue on everyone’s wrists.