Yankee Candle Takes a New Approach

BOSTON Yankee Candle will launch a print campaign to support YC, a new collection of candles designed to update its image and attract a broader consumer base, including urban and younger customers.

Ads will run in May issues of publications such as Country Home, Martha Stewart Living and Real Simple. Point-of-purchase, sampling and direct mail are also in the mix. Estimated spending by the South Deerfield, Mass., client, which crafted the ads in-house, is $5 million.

Creative shows a glowing, colorful three-wick candle against a purple background. The tagline is “The new shape of fragrance.”

YC includes trendy fragrances such as chai tea and vanilla sandalwood. The client operates 285 stores and sells to nearly 15,000 specialty retailers.