• by Laurie Sullivan  @lauriesullivan, June 6, 2023

Instacart has launched a giveaway campaign for a fragrance to draw attention to the company’s credit card, which gives customers 5% back on all of their purchases on Instacart's online grocery service.

The scent, Cashé, The Smell of Cash Back, introduced Tuesday as a limited-edition fragrance, free to the first 1,000 people, was inspired by Instacart cardmembers. The giveaway lasted two hours before all bottles were gone.

Laura Jones, CMO at Instacart, calls Instacart cardmembers “unique, savvy lifehackers” who get cash back for doing what they love to do, buy groceries online.

The campaign is intended to reinforce the ways Instacart helps people save money. The scent evokes a subtle reminder of the grocery store and the card’s cashback potential is mixture of everything from juicy lemon to rosemary tunisia -- hopes to evoke feelings of everyday luxury and a carefree lifestyle.

Instacart worked with Prive Label, a white-label fragrance company, to create the scent.

The Cashé bottle is intended to reflect the elegant style and grace of a classic parfum. The top features a gold-cut cap crowned with the Instacart carrot and the shining emerald weighted glass base maintains a squared and sharp outline exuding timeless luxury. The outer packaging features a gilded emerald box with a plush velvet interior. 

The plans for paid media include print ads featuring Cashé samples in the June/July magazine issues of ELLE, Harper’s Bazaar, Esquire, and Town & Country, as well as out-of-home (OOH) billboards in high-traffic locations at The Grove in Los Angeles and in the Meatpacking District in New York City.

Instacart plans to run organic content on its Instagram and TikTok channels, along with email CRM.

The fragrance also was sent to social media influencers to help generate buzz. 

Instacart describes the packaging as “colorful and bold, yet timeless aesthetic within a familiar scene, the grocery store, and a play on words “frosted elegance in the freezer aisle to enchanting couture beneath the produce misters” to describe the packaging.

The campaign was created by Instacart’s in-house Creative Studio. Images were shot by fashion and portrait photographer Michelle Watt, known for her surrealist approach, and styled by Marisa Ellison.