Sometimes, in order to get someone’s attention, you have to do something that is gross. Perhaps a White Castle smelling candle fits that bill? It definitely makes you say “Ewwwwwww”. Or if it doesn’t, you’re intrigued and you WANT to smell it.
Either way, the point is, it gets your attention. Marketing win.
Why does this work? Because it’s different.
What can you be doing in your business that makes people say “Ewwwwwwwww!”? You should figure that out before your competitor does.