In one of the wildest ad campaigns you’ll see from an NFL player, Tennessee Titans quarterback Will Levis and Hellmann’s Mayonnaise have partnered to create a new specialty fragrance.

That’s not a misprint. The former Kentucky star who once drank a cup of coffee with mayo in it (which he later clarified as a joke) parlayed his viral moment into a sponsorship deal with Hellmann’s that guaranteed him a lifetime supply of mayo. On Tuesday, the company announced that a very real fragrance — Will Levis No. 8, Parfum de Mayonnaise — was available for purchase.

The scent was advertised as containing notes of tart lemon, mayonnaise accord, parsley, coffee, musk, and vanilla. Bottles of Will Levis No. 8 were available for just $8 at willlevisnumber8.com.

They immediately sold out.

Levis is a character, and no stranger to social media fame. In 2021, Levis posted himself eating a whole banana without peeling it first. He captioned the post “I don’t fear the brown spots on bananas. They fear me. #menacetosociety” A year later, CBS Sports posted a video of Levis at a media event debuting the infamous coffee-mayo concoction.

After he was drafted in the second round of the 2023 NFL Draft, he was asked about the beverage choice in his first video call with Tennessee media. He told them it was a joke, and that he’s “a one cream, one sugar type of guy.”

But the partnership with Hellman’s appears to be a lucrative one, so the joke will live on a little longer. Last November, they debuted a “mayo mocha” drink that was developed and sold in a local Nashville coffee shop.

Levis made 9 starts as a rookie for the Titans last season, throwing for 1,808 yards and 8 touchdowns against 4 interceptions while completing 58.4% of his passes. In a Dec. 11 win over the Miami Dolphins, Levis engineered a fourth-quarter comeback that saw Tennessee score 15 points in the game’s final 4 minutes to erase a 27-13 deficit and win by 1.

In the Titans’ preseason opener this past Saturday, Levis led a pair of touchdown drives in his only action on the field. He completed 4 of his 5 passes for 35 and scored a touchdown on a quarterback sneak.

Levis is expected to be the Titans’ starting quarterback this season. Maybe he can wear his new fragrance on gamedays to keep would-be tacklers from getting too close.

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