tj waxx by
tj maxx

If there’s one thing a Maxxinista loves — bordering on clinical — it’s candles.

So on April 1, we gave the people what they wanted and rebranded TJ Maxx as TJ Waxx: a candle-only concept for the scent-obsessed.

We overhauled our social presence, renamed the brand, and leaned fully into our new personality.

And the comment section (and our DMs) were on fire.

the results?
One of our highest performing posts of the year
More than doubled our engagement rate
Landed several earned media moments, including Parade Magazine (24.4M UVM) as one of the best April Fools’ Day pranks from brands this year
Unlocked a new identity: Waxxinista