How the 'New Mac' Candle Went From a Silly Idea to a Labor of Love That Sold Out on Day 1

Who knew Apple products had hints of mint and basil?

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That first whiff of a freshly opened Apple box is an experience many of us can conjure up in our minds. But could you create a formula to truly capture the scent?

Andrew Green essentially gave himself this mission of bridging the factory and the olfactory when he came up with the idea to create a New Mac scented candle as a self-promotional item for Twelve South, the Apple Accessory firm he co-founded in South Carolina.

What he didn't know at the time was that he'd soon be reviewing hundreds of potential aroma combinations, struggling to distill the experience of opening an Apple product into a scent that's not only accurate but also earnestly nice to have wafting through your home or office.

"We've always wanted to have some carefully curated corporate merchandise, so yesterday we finally released some things," Green told Adweek today.



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