Not Another Candle

This year, Zales is taking aim at the most over-gifted item of all time: the scented candle. Developed in partnership with its agency of record, Anomaly, the brand announces its latest activation, “Not Another Candle” Collection – a lineup of foolproof gifts that range from candle-priced pieces to timeless classics with something for everyone on your list.

Every year, gift givers face the same test: proving they actually know the person they’re shopping for. When the pressure is on, too many resort to the last-minute grab, the one-size-fits-all, the safe-but-thoughtless choice…the scented candle.

Driven by Saturday Night Live and Father of the Bride actress Chloe Finemen, the curation will help ensure that everyone is saved from vanilla-scented vanilla gifts. The photography to support the activation shows candles with cheeky names like “Smells like it should have been jewelry,” “Smells like it’s not jewelry,” and “Smells like a regift,” and are decorated in red and purple design to encapsulate the holiday season.

The work launches on the heels of Zales most recent holiday campaign, “It’s Decorating Season,” which launched last month and included a digital video placement on Taylor Swift’s album release page on YouTube.

This work builds off Zales’ new brand platform “Own It” that launched earlier this year, which encompasses a larger brand transformation for Zales - modernizing Zales across all key touchpoints through a refreshed visual identity and brand tone, refined in-store and web experience, product innovation, new cultural partnerships, and a revamped social media and communications strategy.

Influencers will receive boxes wrapped like presents, each including a candle with a cheeky message calling for everyone to shop from Zales, not the last-minute panic aisle these holidays. The collection is now live across paid social and Zales’ owned channels.