Reimagining grilling with Kingsford and Kelce’s Slow Burn fragrance
By Patrice Sherman, Earned Media Lead – Marketing
Kingsford stepped into a bold new space with football legend and “King of the Grill” Jason Kelce, introducing a limited-edition fragrance that evoked everyone’s favorite backyard barbecue.
Multitype innovation like this creates buzz, sparking conversation that puts the brand at the center of pop culture and underscores the experiential significance of charcoal grilling — so much buzz, in fact, that it sold out within hours of launch.
The gourmand-smoke fine fragrance, called Slow Burn, was designed for discerning grillers and fragrance enthusiasts alike. The wood-fired aroma captured the essence of grilling with fragrance notes of charred hardwood, fire ember, saw dust, carbon clove, and powder smolder. Like Kingsford charcoal does on the grill, the fragrance is intended to elevate experiences, turning simple moments into unforgettable ones.
“Charcoal has a very distinct smell and characteristic aroma that instantly takes me back to backyard barbecues with my family and friends, sporting events, and the outdoors. Slow Burn is guaranteed to make you feel nostalgia; it connects you to the memories about what’s important in life.”
— Jason Kelce, Football Legend and “King of the Grill”
Kelce joined Kingsford to unveil Slow Burn at a media and influencer event in New York City, where attendees were able to get the full gourmand-smoke sensorial experience, from personalized charcoal portraits to an immersive “smelling” bar illustrating each of the fragrance notes.
By innovating experiences beyond the backyard barbecue, Kingsford is keeping it culturally relevant and fueling growth.
