Hellman’s and Titans Quarterback Will Levis Release a Mayo-Inspired Fragrance

Mayonnaise is one of the most versatile condiments any of us have in our fridges. It’s a crucial ingredient for potato salad, the secret to a creamy grilled cheese, and the perfect dipping sauce for French fries. But Hellmann’s is trying something totally different, and hopes we’ll all start to see mayo as… a fragrance? 

Hellmann’s has partnered with Tennessee Titans quarterback Will Levis to release Will Levis No. 8, a fragrance based on the smell of Hellmann’s signature product. The just-released scent combines hints of tart lemon, coffee, musk, vanilla, and something the company is calling “mayonnaise accord.” 

Levis worked with both Hellmann’s and an unnamed perfumer to develop the fragrance — and this isn’t Levis’s first mayo-related moment. Last summer, he went viral for his habit of squeezing Hellmann’s into his coffee. He went viral for that eyebrow-raising combo, and it also earned him a lifetime supply of Hellmann’s. (He later clarified that he didn’t actually drink coffee with mayo, calling it a “stupid thing” that he “thought was funny,” adding that his preferred brew was served with “one cream, one sugar.”) 

But Levis is (mostly) serious about the Will Levis No. 8 fragrance. “The Hellmann’s team worked closely with the perfumer to ensure that the fragrance was representative of me and what I can showcase on the football field,” he told Food & Wine in an email. “They went through several rounds of testing, and I think they did a really great job nailing it with the finished product.” 

If you want to get your hands on a bottle of Will Levis No. 8, it will be available for purchase starting at 8 a.m. on Tuesday, August 13 through Shopify. “The fragrance is everything I love about mayonnaise — creamy, smooth with notes of lemon,” he added, calling it “even better than I imagined.” 

Levis was slightly cagier when asked whether he’d be wearing the fragrance on the field though. “My pre-game ritual consists of many ingredients that contribute to my success on the football field,” he said. “Now I finally have that last spritz that allows me to take on game days with confidence.” 

The Tennessee Titans will start their NFL season on Sunday, September 8 when they travel to Soldier Field to face the Chicago Bears. If the players get a whiff of mayo in the huddle, it’s probably Will Levis.