New York City’s latest ad campaign features a ‘scratch and sniff’ experience, letting passersby smell armpit scents on the street.
Billie, a personal care brand, has introduced a new campaign in New York City.
This campaign invites people to stop and smell armpits on the street. It may sound strange, but it has a fun twist. The brand wants to promote its latest tropical-inspired scent called Coco Villa.
How the ‘scratch and sniff’ campaign works
From now until May 16, 2025, New Yorkers can experience this unusual event. Giant posters with scratch-and-sniff technology are placed around the city.
When people scratch the posters, they can smell a scent inspired by Coco Villa.
This scent features notes of sweet vanilla, coconut cream, and sunny sandalwood.
The main location for this experience is at 505 8th Avenue, near Penn Station.
However, there are other spots throughout the city where people can join in on the fun.
Billie hopes this interactive approach will excite fans and attract new customers.
The armpit scent of Coco Villa
Coco Villa is not just any scent. It is designed to evoke feelings of summer and relaxation.
The combination of vanilla and coconut creates a sweet, tropical aroma.
This scent is part of Billie’s All Day Deodorant line, which is known for being dermatologist-tested and aluminum-free.
Billie’s All Day Deodorant aims to neutralize odor for 24 hours. It comes in a stick form and is easy to apply.
The deodorant retails for $9 and is now available on the Billie website. Fans of the brand are eager to try this new scent and share their experiences.
This campaign encourages people to view personal care products in a light-hearted way.
By using humor and creativity, Billie is standing out in a crowded market. The brand aims to make deodorant shopping a fun experience rather than a chore.
Reactions from the public
As people walk by the giant armpit posters, many stop to scratch and sniff.
Videos on social media show individuals looking surprised and delighted by the scent.
One user said: I’ll pass, thank you anyway!
The second user wrote: Hope Lume doesn’t put up an ad, they protect the Whole body.
The third user said: All of NYC is scratch and sniff, even if you don’t want to.
Another user commented: Great ad campaign idea. I’d suggest one improvement.
Instead of a few huge posters with scratch and sniff, hire an army of NYC shirtless derelicts to raise their arms and let the public smell their Billie scented pits up close and personal…
Someone added: I think a better choice would have been a giant pudenda to scratch and sniff.
The importance of body positivity
Billie’s campaign also touches on body positivity. By embracing the humor in everyday situations, the brand promotes a message of acceptance.
Everyone has body odor, and it is a natural part of being human.
Through this campaign, Billie encourages people to feel comfortable discussing and addressing personal hygiene.
The playful nature of the scratch-and-sniff posters helps reduce embarrassment.
It fosters an environment where people can share their experiences without judgment.
Billie’s approach shows that taking care of oneself can be fun and enjoyable.