Netflix Made a Gilmore Girls ‘Binge Candle’ That Smells Different as You Burn Through Each Episode

Smell-O-Vision is almost real!

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You can binge watch or binge read. And now you can even binge smell!

Check out the Binge Candle, created by Netflix (with help from TBWA\Chiat\Day) to help promote the Gilmore Girls revival. There are four 90-minute episodes as part of Gilmore Girls: A Year In The Life, each related to a specific season. The series follows the lives of Lorelai, Rory and Emily as they go through winter, spring, summer and fall of 2016. 

When you start your marathon of all four episodes, totaling around six hours of Gilmores, you start burning the Binge Candle. As it burns, it's perfectly timed to give off a different scent for each episode that correlates to that season. 

Hopefully Kirk's pig Petal is excluded from this smell experience.

The show originally went off the air in 2007, where it was broadcast on first the WB and then the CW network. After nine years, fans were treated to the revival episodes on Nov. 25, exclusively on Netflix. Show creators Amy Sherman-Palladino and her husband Daniel returned to finish the story as they always intended to do. 

As you hear the final four words of the series (unless Netflix and the Sherman-Palladinos strike another deal at some point), the candle will extinguish. Very dramatic ambience for a very dramatic moment! 

The candle is a part of a limited giveaway for fans of the series in the U.S., Asia and Europe, as well as readers of Hello Giggles and Brit+Co. Understandably, fans are totally excited for this heightened experience. 

Grab your PopTarts and Red Vines to nosh on, but keep them away from the candle. No need to interrupt this "wax ingenuity" with your snack foods. 


Client: Netflix

Agency: TBWA\Chiat\Day


Creative Chairman: Stephen Butler

Executive Creative Director: Linda Knight

Creative Director: Matthew Woodhams-Roberts

Creative Director: Dave Horton

Art Director: Blair Seward

Copywriter: Elizabeth Daniel

Director of Design: Mark Sloan

Designer: Iris Chung


Chief Strategy Officer: Neil Barrie

Senior Strategist: Emilie Arrive

Account Services

Managing Director: Christian Stein

Associate Brand Manager: Louise Hunter


Chief Production Officer: Tanya LeSieur

Executive Art/Print Producer: Dena Moore

Executive Broadcast Producer: Brian O'Rourke

Business Affairs: Mimi Hirsch

Broadcast Producer: Garrison Askew

Production Coordinator: Michael Schroepfer

Post Production

Post Production: Venice Beach Editorial

Executive Post Producer: Sarah Holme

Post Producer: Dustin LaForce

Director of Photography: Jeremiah Mayhew

Editor: Jeremiah Mayhew, Derrick Hackman

Assistant Editor: Charis Tobias

Color: Derrick Hackman

Production Partners

Photography Studio: Venice Beach Editorial

Producers: Nicole Alexander & Dustin LaForce

Set Designer: Alyse Castillo

Candle Maker: Heartland Candles

Promotional Specialist: Coast Graphic Services

@samimain Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.