Challenge: 80% of Yankee Candle's business comes from 30-50 year old homeowner mums. How can Yankee Candle talk to younger, single, shared-apartment-in-the-city folk as well?
Insight: Young people aren't content with things being just mediocre —they want everything to "Be Lit". 
Solution: With a Yankee Candle by your side, everything can be lit. Literally everything.​​​​​​​
WEBSITE: My Shit is Lit.
Enter your shit. Help others lit their shit. Discover how your own shit is lit. Share your lit shit with the world.
PRINT: 
SOCIAL: Yankee Candle will encourage its followers to share images of their candles with their own LIT (or un-LIT) captions using the #itslit. 
PRODUCTS: Yankee Candle is so LIT, they even have candles for those seriously un-LIT situations. Introducing, the Yankee Candle "It's Lit" series. Which of these would you buy?  
A Very Regular Tuesday
A Very Regular Tuesday
Humpday Vibes
Humpday Vibes
No Plans Weekend
No Plans Weekend
All Night Netflix Binge
All Night Netflix Binge
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