Challenge
01
Kingsford is a heritage American brand, synonymous with summer and backyard grilling. However, this strong association also presented a challenge: maintaining cultural relevance and consumer engagement outside its peak season.
Solution
02
The solution was “Slow Burn,” an unexpected, limited-edition fragrance capturing the brand’s signature charcoal scent, launched with NFL star and cultural icon Jason Kelce.
From grill to glamour
Celebrated for his authenticity, Kelce was the perfect bridge to connect Kingsford with new audiences in sports, pop culture, and even beauty. And, perfectly timed with the holiday gift-giving season, we leaned into “drop culture” to transform Kingsford’s most recognizable asset, its scent, from a seasonal byproduct into a desirable, year-round product.
Impact
03
From backyard to best seller
The campaign was a masterclass in building momentum. An initial teaser video with Jason Kelce ignited a firestorm of conversation, spiking social mentions by 200% overnight. The buzz was amplified through an exclusive experiential event that charmed elite media, landing coverage in People and WWD. The brilliant execution adapted to its own runaway success: after the product sold out in under 24 hours, a social giveaway fanned the flames, extending the campaign’s cultural heat and keeping fans deeply engaged.
