When I was little and we would leave a restaurant, two things would inevitably happen. My dad would pop a red-and-white peppermint in his mouth before we had hit the door, and as soon as we climbed in the car my mom would roll down the window, gasping for fresh air. I always liked the smell of mint so I never understood her aversion, but the day I walked face-first into a friend's vanilla candle-laden home, it all started to make sense. I felt like someone had smeared my nose in a cupcake. And while I love a cupcake just as much as the next girl, I'd rank artificial cupcake scent somewhere between "wet dog" and "dorito feet" on the olfactory offensiveness scale.
Among all the wonderful things I inherited from my mother, it seems I also inherited her acute sense of smell.
Which is precisely what inspired my first purchase of Mrs. Meyers hand soap. Actually, that's not true. The design drew me in, the scent sold me. I'd like to say "the rest is history" (because that would make for an epically succinct blog post), but it wasn't so. That afternoon, standing in the soap aisle at Target, was just the beginning of a true love story about to unfold.
There aren't a lot of brands I'd profess to love. Even fewer I would say make me feel giddy with joy. Mrs. Meyers is both of those and more. And as someone who so feels enraged over paying $12 for a pack of toilet paper that she has to text her sister to express said anger from the store, pledging allegiance to a $4 bottle of hand soap is kind of a big deal.
Months after becoming a Mrs. Meyers fan, I finally moseyed over to mrsmeyers.com to check out Thelma's website...only to discover a mecca of marketing excellence. (I'm only sort of joking when I say I tiny digital branding and identity angels descended on my screen...)
Beautiful, clean, on-brand site design! Amazing execution of brand storytelling! A tagline that integrates the phrase "like the dickens!"
Had I found the Holy Grail of marketing done right?
So here we are. You be the reader, I'll be the writer. And we'll spend the next couple weeks worth of blog posts taking a look at a company that is more than just another pretty smell.
Cupcake huffers need not apply.