Tennessee Titans quarterback Will Levis has ventured into the world of fragrances, releasing a mayonnaise-scented cologne in collaboration with Hellmann's. Dubbed "Will Levis No. 8: Parfum de Mayonnaise," the scent quickly sold out within minutes of its announcement. Priced at $8 for a 30 mL bottle, Levis promised that all proceeds would be directed to charity, although the specific recipients have yet to be disclosed. This unexpected foray into olfactory branding capitalizes on Levis's viral moment from two years ago when he was seen putting mayonnaise in his coffee during his college days at the University of Kentucky.
Despite initial skepticism, Levis insists that his teammates have endorsed the unconventional scent, "They're just so surprised that it doesn’t smell, you know, unpleasant, and it smells good,” Levis said, as per FOX Sports. The fragrance features an amalgam of scent notes such as tart lemon, parsley, coffee undertones, musk, creamy vanilla, and a signature mayonnaise accord. The cologne's release has generated notable curiosity and buzz, with restocking announced for the following morning at 10 a.m. ET to meet the unexpected demand.
Levis took the promotional activities seriously, investing eight hours into a marketing video shoot with Hellmann’s, according to WKRN. The quarterback, who appears to fully embrace the unconventional marketing of the product, even took to spritzing reporters with samples. With the scent set to feature an array of notes, the collaboration aims to challenge and play with the public's sensory expectations associated with the popular condiment.
