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:

• Organically landed several earned media placements, including Parade Magazine (24.4M UVM) as one of the best April Fools’ Day brand pranks this year

• More than doubled our engagement rate

• Unlocked a new identity: Waxxinista