CINNABON

Custom Scented Holiday

Wrapping Paper

THE ASK

Create holiday swag that brings Cinnabon's iconic Classic Cinnamon Roll scent into fans' homes for the season.

Red Cinnabon box of frosted cinnamon rolls surrounded by gifts in pink and teal Cinnabon wrapping paper with satin and glitter bows

STRATEGY

Turn a scent into a gift. We developed a custom cinnamon roll fragrance and paired it with festive, Cinnabon-themed designs, making the brand part of every holiday unboxing.

THE EXPERIENCE

We brought the scented wrapping paper to life in two colorways, Cinnabon teal and pink. The limited-edition 2-pack launched on Cinnabon's swag site, supported by a social campaign and a 20% off CinnaPack coupon with every purchase.

Packaged teal and pink rolls of Cinnabon scented holiday wrapping paper, 30 by 120 inches, laid over unrolled sheets and a wrapped gift

Hand cutting teal Cinnabon scented wrapping paper with scissors beside a box of Cinnabon rolls and packaged paper rolls

RESULTS

The launch earned over 1 billion media impressions and more than 10 million views across platforms, turning holiday wrapping paper into a national talking point.

1B+

Media Impressions

10M+

Views Across Platforms