Bottling Auntie Anne’s Most Iconic Brand Asset

Auntie Anne’s has one unmistakable brand asset you can’t see: its smell. The insight was simple—everyone knows it, so what if we bottled it?

The result was Knead, a limited-edition fragrance that turned the scent of freshly baked pretzels into an unexpected brand experience, tapping into the rise of gourmand fragrance, Gen Z’s growing obsession with scent and consumers’ appetite for affordable luxuries.

As campaign lead, I developed the concept, launch strategy and creative vision, partnering cross-functionally to bring the idea to life across bottle design, campaign messaging, social content, merchandising, experiential and earned media. I even served as hand model and V.O. talent for our creative assets (budgets were tight).

Knead sold out in under 10 minutes, generated more than 650 earned media placements across People, Food & Wine, WWD, Forbes and The Cut, and earned a National Gold ADDY Award