Just 10% of Yankee Candles’ customers are men. But 35% of its users are men. So how did Yankee Candle respond? By releasing a line of “Man Candles” for that audience.
In this video shot at IRCE 2013, Brad Wolansky, president of consumer direct and chief marketing officer at Yankee Candle, explains to Multichannel Merchant senior content manager Tim Parry why “MMM, Bacon!” is flying off Yankee Candles’ shelves, and what the company expected by launching the “Man Candles” line.