Chipotle’s New Scented Candle Is a Nod to Customers Who “Accidentally” Fill Water Cups with Lemonade
In case you were wondering, Chipotle is well aware that every water cup they give away is not actually being filled with water at the self-service drink fountain. It’s long been a topic of conversation across the company’s social platforms and now, it’s become the clever inspiration for a new lemonade-scented candle.
The Chipotle “Water” Cup Candle — which will be available beginning Thursday, August 18, at 12 p.m. EST while supplies last — is a tongue-in-cheek homage to “fans who ‘accidentally’ fill their water cups with lemonade.” Priced at $28, the clever new candle even looks like the smaller cups the fast-casual chain gives away to customers who request water.
In addition to the cost of shipping and handling being included in the price, fans who purchase the “Water” Cup Candle will also receive a promo code to redeem a free lemonade in stores.
According to Chipotle’s Chief Marketing Officer Chris Brandt, by acknowledging past online chatter about the “water” cup hack — which, of course, is not unique to Chipotle diners — the new product release creates an even stronger connection with consumers. “Social is the premier destination for us to listen to and engage with our superfans,” he stated. “When they see these lighthearted tributes to social chatter and fan behavior, they feel even more connected to Chipotle.”
Chipotle is not the first restaurant to release a candle based on menu items or consumer behavior. The Chipotle “Water” Cup Candle joins the likes of Shake Shack’s “Burgers & Fries” and “Burger In The Park” candles; Ikea’s Swedish meatball-scented HUVUDROLL candle; and McDonald’s innovate six-candle set, each inspired by a different Big Mac ingredient and to smell like the iconic burger when burned together.
This is also not the first time Chipotle has jokingly turned an ingredient into a scented home product. Just this past December, the company released a cilantro-scented soap as a play on the loose statistic that somewhere between 4 and 14 percent of people think cilantro actually tastes like soap.
Will you be picking up the new candle when it drops?