This limited-edition collab brings Panem to life with personal, home, and care fragrances with movie-inspired packaging.
Scentbird and Drift are bringing the world of Panem to life with a new fragrance collaboration inspired by The Hunger Games: Sunrise on the Reaping.
The collection features bird and snake icons that have become synonymous with the movie. Packaging also includes gold details and forest imagery to immerse fans in Panem.
Inspired by the flora and natural landscape of The Hunger Games: Sunrise on the Reaping, the collection has fragrance notes of wild berries, apple tree, golden daisy, butterfly bush, and meadow moss.
Marking the first time Scentbird has launched an IP fragrance collection alongside a major film release, the limited-edition collaboration spans an Eau de Parfum, Home Scent Diffuser, and Car Freshener.
Elena Lécué, Chief Marketing Officer of Scentbird and Drift, said:
“Fragrance has an incredible ability to transport you into another reality, which made it such a natural way to bring the world of The Hunger Games: Sunrise on the Reaping beyond the screen. Together, Scentbird and Drift allow us to create a complete sensory experience that moves with fans, from the fragrance they wear to the spaces they call home and the journeys they take. We wanted every expression of the collection to capture the beauty, hope and resilience at the heart of The Hunger Games, while giving fans a new way to connect with Panem in their everyday lives. The story doesn’t have to end when the credits roll.”
To further celebrate the collaboration, Scentbird and Drift joined Lionsgate on a campaign moment for The Hunger Games: Sunrise on the Reaping at New York Comic Con.
Building on the film’s Sunrise Gardens campaign, the activation tapped into New York Comic Con’s massive built-in audience, introducing fans to the world of the film through a fully sensory journey, with Drift Home Scent Diffusers scenting the experience.
The New York Comic Con had a dedicated Scentbird x Drift Scent Station, creating a key brand touchpoint where fans discovered the collaboration’s three new products.
The Scent Station featured fragrance exploration, sampling, and interactive moments, with QR codes connecting the real-life experience to the brands’ digital platforms.
Designed to drive discovery, social sharing, and fan engagement, the activation also incorporated exclusive digital content and fan-created artwork, extending its reach beyond New York Comic Con and positioning fragrance as a part of how fans experience the world of Panem.