We wanted to get people talk about barbecuing, but we knew that nobody wanted to talk about sausages. Even if one loves to eat them. We made one big launch event and hoped that it makes a buzz around this familiar foodstuff and barbecuing.

First tweets and Facebook-posts went online immediately from launch event. After that newsfeed was filled with mentions about perfume that smells like barbecuing. Radio stations and newspapers interviewed our perfumer, Max Perttula. The buzz was on the air. And that's what we wanted. Nobody want's to talk about a new sausage, but everybody wanted to talk about perfume that smells like one.