In the WTF? department: Entenmann's, the pre-eminent baker of supermarket crumb cakes and chocolate chip cookies since the 50s, has decided to extend its line, from baked goods of last resort* to
... candles??!!! Whaat?
Yes, wrapped, in these signature Entenmann's blue and white window boxes, aren't the mediocre pound cakes or cinammon rolls you might expect. Instead, they contain fragrance facsimiles, in the form of a candles. I'm not sure this is what Martin Lindstrom had in mind when he was talking about brand smells in Buyology. Or maybe it is exactly what he had in mind.
But even Entenmann's itself is waiting to see if this is a good licensed extension: the candles haven't yet made it to their website.
Either way, here's hoping that Entenmann's will stop short of making these scents into perfumes as I'm not sure the market can handle another food-related personal fragrance, such as the one launched by Burger King recently.
One scathing review of the BK Flame Body Spray reads: "This stuff smells like a wicked lactose intolerant fart...I sprayed a little bit on my hand and I've nearly thrown up 7 times already...washing does no good. I've tried everything. I've contemplated cutting my hands off: it's that bad."
*(after all, they're available at drugstores and gas stations)
