DTC Podcast
Ep 212: Making memories of NYC into Candles (and killing it on TikTok) with Erica Werber from Literie Candle
Jun 20, 2022
Erica Werber, Founder and CEO of Literie Candle, shares her journey of capturing the unique scents of New York City in candle form. She discusses how a humorous subway smell campaign transformed bad perceptions into a PR success. Erica reveals the challenges of recreating iconic scents like hot roasted nuts and lessons learned from going cheap on labels. She also dives into her TikTok strategy that shifted focus from Google Ads, highlighting the importance of personal memories and engaging storytelling in branding.
37:27
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Quick takeaways
- Literie Candle successfully captures the essence of NYC through unique scents, evoking powerful memories associated with specific aromas.
- The brand leveraged TikTok's engaging platform and viral marketing tactics, significantly increasing consumer interest and redefining their advertising strategy away from Google Ads.
Deep dives
Capturing the Essence of New York City
Littery Candle aims to capture and evoke the unique scents of New York City through carefully crafted candles. The founder's personal connection to the city and its aromas, inspired by memories of her late father enjoying hot roasted nuts, led to the creation of these scented offerings. The initial scent lineup included iconic smells such as fresh cut grass, Christmas trees, and the fragrance of Mr. Softee ice cream trucks. This thoughtful approach to scent selection highlights how particular smells can evoke powerful memories and connections to place.
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