What if you could bottle the essence of one of the most iconic traditions of Mardi Gras in New Orleans—the King Cake? Well we did just that. Every year, PETERMAYER sends out a King Cake mailer to clients and friends. The problem? King Cakes don't last long. Everyone wants a bite. So, we decided to concoct a way that would let people have it all year long. Partnering with a custom perfumerie in New Orleans and a renowned local baker, we crafted a scent that captured fresh baked King Cake with notes of cinnamon, fresh-baked bread, butter cream and vanilla. We promoted the whimsical creation with a spoof perfume commercial, teaser ads on social and OOH and the help of burlesque icon, Trixie Minx. The stunt garnered our perfumerie partner a 3x increase in social following and over 3 million impressions with a mere $5,000 budget.