Native, with Obedient, created a campaign that comedically roasts the Pumpkin Spice Latte trend and kicked off with a full-page ad in The New York Times that announced the retirement of its deodorant scented like the drink — which was meant to be a “one season wonder” but turned into a “monster.” The push invites people to follow the brand on Twitter and Instagram, or sign up for text messages, to see daily roasts and “help us burn our Pumpkin Spice Latte collection to the ground.”