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Why a fast food brand launched aromatherapy oils…



Fast food brand DEL TACO introduced a Mini Churro Dipper Shake nationwide across 580 outlets. Essentially it’s a vanilla milkshake with chocolate sauce and served with a churro stick.

To create a buzz around this new dessert shake, the brand has launched a limited offering of “Craveable Sweets & Scents” aromatherapy set, crafted with essential oils, in Vanilla, Chocolate and Churro scents. Cleverly, Del Taco introduced their new flavors by toying with the idea of the ‘scent’ of the flavors rather than the ‘taste’ of the new dessert shake itself. The aroma essential oils are being promoted heavily across digital – and push TG to the brand’s webstore to make a purchase. (interestingly – the set of the 3 oils costs the same as buying one ‘Mini Churro Dipper Shake’).

The aromatherapy oils set sold out in just 4 days!

Now let’s break this down a bit – what are our 3 core takeaways from this idea?

  1. Think different – every activation need not necessarily make the product a hero.
  2. Take one core highlight of the product and expand on it laterally (in this case ‘scent of flavors’).
  3. If you decide to go with a surrogate product to promote the main product, don’t need to offer it free – adding a cost actually makes it more aspirational and makes it a ‘must-have’.

*All image credits: Del Taco. We do not own the right to any of these images. If you have an interesting case study or idea to share, please connect with us by clicking HERE.

Editorial Teamhttps://eventpreneur.in
Eventpreneur was founded in 2019 as a single point resource for news, trends and knowledge for everyone in or related to the event and experiential industry. Our readers are over 40,000 industry professionals, brand heads, venues, government organizations, and marketing leaders. Eventpreneur is also the only trusted platform in India to find agencies and supply partners from our vetted directory of over 250+ event professionals to take the hassle out of the scouting process. We connect brands to agencies, and agencies to suppliers. To share your news, connect with us on editor@eventpreneur.in. To list your event business, visit www.eventpreneur.in/listing-packages. To advertise, reach us on +91 8108236744 or write to us on lavina@eventpreneur.in.

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