Asembl brings Streets and Dusk together for home fragrance collection

Dusk has launched a home fragrance collection inspired by some of Streets’ most iconic ice cream flavours.

The deal, brokered by Asembl for The Magnum Ice Cream Company, sees Dusk’s range launch on July 1st across Australia and New Zealand. It spans candles and melts in Banana Paddle Pop, Bubble O’Bill, Golden Gaytime, Rainbow Paddle Pop, Splice and Weis scents. The collection also introduces reed diffusers across all six fragrances for the first time.

Body wash, body lotion and hand cream will also launch inspired by Bubble O’Bill, Rainbow Paddle Pop, Splice and Weis.

“This collaboration marks an exciting step forward for Streets as we extend our brand beyond ice cream and into new sensorial experiences,” said The Magnum Ice Cream Company Marketing Manager Juliette Fleming.

“Partnering with Dusk allows us to translate our most iconic flavours, known for creating joyful and nostalgic moments, into fragrance-led formats. This unlocks new occasions and deepens our connection with consumers in a meaningful and unexpected way.”

Dusk Chief Marketing Officer Jeremy Taylor added: “Streets is one of Australia’s most iconic brands, and we’re excited to build on the success of our past collaborations by expanding it into the exciting bath, body and personal care category. From Rainbow Paddle Pop to Bubble O’Bill, these nostalgic favourites capture the joy of summer, and we’re delighted to bring a taste of those moments to customers in a fresh and unexpected way.

“Over the past 18 months across various collections, we have been gradually expanding into this new segment and are thrilled to now be launching a Streets bath and body collection, strengthening our presence in the category”.

Asembl Managing Director Justin Watson said: “We first brought Streets together with Dusk in 2022, and when it returned ahead of summer 2023, it served up another sweet success. Now for the first time ever, Bubble O’Bill, Rainbow Paddle Pop, Splice and Weis are expanding into bath, body and personal care, bringing their much-loved nostalgia to bathrooms across Australia and New Zealand”.