Cadillac

In 2016, 12.29 met with the Cadillac brand team, who had been working for two years to evolve the Cadillac brand from your grandfather’s car into the modern luxury icon we know today. 12.29 partnered with Cadillac, using the visceral language of scent to further transform the perception of the brand through a custom Scent Identity for the brand. Today, the Cadillac Scent Identity, “Dare Greatly”, is diffused in the Cadillac House headquarters in New York City, Cadillac dealerships, activations and auto shows around the world.

Scent ID

Creation of the Cadillac Scent ID

Scent Accessories

Creation of Cadillac Custom Candles

Scent Installation

Cadillac House Headquarters NYC
Cadillac Activations Globally
Cadillac Auto Shows
Cadillac Dealerships

The Solution

CT6 Unveiling

Credit: Duggal

Cadillac Autoshow

Credit: Cadillac

Cadillac House: SoHo

Credit: Eric Laignel

Scent Identity

An iconic global luxury brand, Cadillac inspires confidence, optimism and bold individuality. The Cadillac Scent Identity, is a symbol of self-expression representing the “irrepressible pursuit of life.” The signature nutty coffee, dark leather and resinous amber notes enhance the soft sophistication of Cadillac while the fresh sage, woody cedar wood and clean musk inspire you to “Dare Greatly.”

Scent Installation

The Cadillac Scent Identity, “Dare Greatly”, is diffused in the Cadillac House headquarters in New York City, Cadillac dealerships, activations and auto shows around the world.

Scent Accessories

Inspired by the bold, modern and sophisticated aesthetic of the Cadillac Brand, 12.29 is creating signature Cadillac candles with the Cadillac Scent Identity, Dare Greatly.

The Result

1MM Scent Impressions

Since the Cadillac Scent Identity Implementation, the visceral experience has made 1 million scent impressions on Cadillac customers in headquarters, auto shows, dealerships and activations around the world. The Cadillac Scent Identity differentiates the buying experience, making it unique, sophisticated and memorable.