Behind The Product: Wild Memories Incense
Inspired by a familiar aroma
Have you ever looked at a product like you would a piece of art? Wondered about the story behind it, the inspiration, the process, or what was going through the creator’s head? You're in luck.
This isn’t just about launching a new product. It’s about how culture, community, and creativity collide and a text message that sparked a product that’s nostalgic, hilarious and kinda full circle.
The Text
On May 3rd, my friend sent me a text message that resulted in this exchange:
Say. Less. Not only would I have a chance to make something for a friend, she (a marketer) discovered other people were looking for it too.
The Scent
If you’re a millennial, I’m 90% sure you can pinpoint the smell of a Black & Mild in the air even if you’ve never smoked one a day in your life. It’s instant recognition. Whether it be the aroma of the gas station parking lot or the signature scent of an off-campus college party, it captures a specific era of life and brought back some wild memories.
Years ago when I was still an engineer/consultant, I was working on assignment in France. A colleague asked me to bring back some American cigars.
I said, “What kind?” Yep. You already know.
He said “Black & Mild” to my surprise. I think I said “huh?” because ain’t no way…
I’m not sure what I was expecting him to say, but I definitely was NOT expecting that. I will always remember the day I walked into work in the countryside of France and handed my co-worker a pack of blacks fresh from the United States of America. Literally could not make this up if I tried. Add this to the fact that they are made in the city I used to live in (Richmond, VA), there were just too many reasons for me to do my best to bring this idea to life.
30 Days
I set an ambitious goal. I wanted to have this product in hand by June. This gave me just one month to figure it out, but I like to challenge myself. Between Juneteenth and Black Music Month I was going to do everything in my power to make it a reality.
My traditional incense tubes are manufactured in China, take over a month and an order was already in production, so I had to figure out another option. I made the decision to find an alternative manufacturer and change the packaging for this specialty scent to attempt to keep costs down and minimum order requirement low. The bigger challenge, though? Getting the scent right. My goal was to highlight the fragrance notes that take you back to those memories while ensuring your space smells amazing. Not to be confused with your surroundings smelling like someone who just smoked a pack. There is a difference lol.
After a couple weeks of testing and tweaking, I felt like I had some samples for my “focus group”. And when I say “focus group” I mean a trusted circle of friends and family who are just as ridiculous as me and give honest feedback. I sent each of them sample sticks and included the inspo for comparison then started working on the packaging design. It became a whole thing lol. It took me awhile to figure out what direction I wanted to go, but once I got in the swing of it everything started to come together.
I asked the focus group to give me their feedback because if they were fans of it, it’s a go. Immediately. If not, my timeline would have to be pushed back - I don’t do subpar. I started hearing back from my people and luckily for me (and my timeline), they loved it.
The new packaging finally arrived on June 3rd; exactly one month after the original text and Wild Memories officially became ‘a thing’
Purchase here: https://kaleidadope.com/collections/incense/products/wild-memories-incense
The name felt so right it inspired a whole playlist of songs that reference the cigars themselves or remind me of an era when the aroma was thick in the air. Since the playlist is inspired by MY memories it is very southern elder millennial-coded. I say that with pride 😂
Scent, Music, Time Travel
The idea is fun and nostalgic, but one thing that really stood out about some of the people who were searching for something like this was the desire to honor and remember people who were no longer here. Some said the scent brought back memories they hadn’t thought about in years. Scent has that power. Like music, it allows us to time travel. It reconnects us to feelings, people and places. Below you’ll find a link to my Wild Memories playlist. In honor of Black Music Month, I encourage you to make your own inspired by the songs that take you to a nostalgic place.
Find the Wild Memories playlist here: Apple Music | Spotify
My friend said “if anybody can pull it off, it’s her”.
Happy to say Wild Memories now exists. Get you some friends that believe in you!
FYI - proceeds from the sale of this incense will be used to buy my friend drinks for her contributions.
In conclusion, sometimes those ideas that your friends suggest or the ones that come up in your group chats are meant to be brought to life. I was able to challenge myself and have fun creating something for a friend (and others), bring my people into the process and maintain a space for honest dialogue/feedback. The best products to make are the ones that bring joy and birthed from a true desire for it to exist in the world.
Wanna play? Call now for a special discount & leave a message of your own wild memory if you’re in the participation mood: 1-833-TURNTUP (887-6887)
If you’re not having fun creating what are you doing?!