In celebration of National Lemonade Day, which falls today, August 20, Chipotle launched a limited edition lemonade-scented candle in the shape of the chain’s iconic water cups.
The brand first teased the release on Tuesday, August 16, with an Instagram announcement and accompanying press release. The brand took a sassy approach to the day, adding to a long-running joke between the restaurant and its not-so-sneaky customers. “Some Chipotle fans have been known to ‘accidentally’ fill their complimentary water cups with lemonade at the restaurant’s beverage station,” they wrote in the release.
“If you’ve “accidentally” filled your water cup with lemonade before, this candle is for you,” they added on Instagram, accompanied by a Pinnochio emoji to address the less-than-honest consumers.
It’s no secret that Chipotle has been on to the lemonade thieves for years now. They’ve shared some playful tweets in the past calling out the culprits, and even teased the idea of a lemonade candle in 2019.
The candle was released two days prior to the holiday and it sold out nearly immediately. The caption for the Instagram launch announcement, which featured a video of someone holding the candle underneath the lemonade dispenser and someone else intervening to hit the water tab instead, was updated that same day with the disappointing announcement, but demand is still high.
“Went to buy and was sold out at 9:02 😔,” one commenter wrote. That’s just two minutes after it went live.
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“When’s the restock🥺🥺,” another comment read. Many others shared similar sentiments.
Chris Brandt, Chief Marketing Officer at Chipotle, called social media the “premier destination” for the brand to hear from and engage with the customers, so hopefully, they’ll listen to these pleas and give us a second chance at scoring this remarkable piece of call out craftsmanship.
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