Billie launches NYC ad campaign ‘scratch and sniff', asks you to stop and smell armpits on streets

Mint25-04-2025

Garvit Bhirani
Updated 25 Apr 2025, 08:45 AM IST Billie launches NYC ad campaign 'scratch and sniff', asks you to stop and smell armpits on streets
Billie is elevating outdoor advertising with a bold new twist—introducing a scratch-and-sniff experience focussed on the armpit. Passersby can get a whiff of Billie's popular All Day Deodorant in its newest tropical scent, 'Coco Villa" near Penn Station in New York City.
First Published: 25 Apr 2025, 08:37 AM IST

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Sniff before you buy? Billie's NYC ‘scratch and sniff' campaign invites you to smell giant armpits on the street

Time of India

25-04-2025

Time of India

Sniff before you buy? Billie's NYC ‘scratch and sniff' campaign invites you to smell giant armpits on the street

Source: Instagram Would you stop and sniff armpit before buying deodorants? Well, in an ad-filled marketing universe where everything is digital and influencer-backed, Billie, the personal care company, has made a refreshingly hands-on and playful attempt at advertising its latest deodorant fragrance—Coco Villa. Rather than taking the usual route, Billie put up massive armpit-shaped scratch-and-sniff billboards all over Manhattan, inviting individuals to literally stop and smell the pits. It's a marketing ploy that's equal parts shocking, funny, and intriguing—and it's making waves. New NYC ad campaign "scratch and sniff' goes viral The campaign's not only attention-grabbing—it's interactive. These scratch-and-sniff installations have been strategically located in heavy-traffic areas, most significantly at 505 8th Avenue close to Penn Station. Pedestrians are encouraged to interact with the installations as they pass by, scratching the armpit area on the posters in order to receive an actual-time sample of the Coco Villa fragrance . The experience is continuing through Friday, May 16, providing New Yorkers with a limited window to engage in this strange but somehow charming public activity. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Google Brain Co-Founder Andrew Ng, Recommends: Read These 5 Books And Turn Your Life Around Blinkist: Andrew Ng's Reading List Undo The campaign went viral on platforms such as TikTok and Instagram, where clips of individuals stopping to smell these perfumed armpits circulated widely. A popular TikTok video featured bewildered but curious pedestrians scratching at the posters and responding with surprise or laughter. The clip was captioned, "Love the fresh smell of @billie pits in the morning," and was met with a deluge of engagement from laughing viewers. Responses varied from "This is hilarious and genius" to "It must smell really good if people are trying each one." This social media buzz contributed significantly to spreading awareness outside of NYC. Even those unable to see it in person were included in the conversation online, highlighting the effectiveness of merging physical installation with digital amplification. This campaign succeeds as it cuts through the usual advertising clutter. It's touchy, sensory, shareable, and bold. It takes an ordinary everyday moment, such as walking through town, and turns it into a compelling brand experience. Billie succeeds in combining humour with clever sampling of their product, all the while affirming its fun, body-positive, and contemporary brand identity. Fragrance profile of Coco Villa Central to the campaign is Coco Villa, a tropical-scented deodorant fragrance uniting spiced vanilla, coconut cream, and sun-kissed sandalwood. The upshot is a sweet, cozy scent that's meant to capture the calming essence of a seaside escape. But Coco Villa is more than just an odor—it's a product from Billie's All Day Deodorant line, which itself is billed as aluminium-free, baking soda-free, and dermatologist-tested. These qualities make it a soft but powerful solution that guarantees up to 24 hours of freshness without being harsh. Why NYC marketing campaign of sniffing and scratching armpits is special What is so special about this campaign is the way it engages the human senses, namely smell and touch. Scratch-and-sniff technology is old-school, but Billie has brought it back in a new and humorous manner. The enormous armpit design provides a cheeky twist that provokes curiosity, defies social norms, and generates conversation. For most brands, building emotional and sensory connections is the marketing equivalent of gold bullion—and Billie does this by making a ubiquitous body part a literal billboard. The aroma itself—Coco Villa—is currently on sale on Billie's website for $9. The scratch-and-sniff installations are actual points of product sampling in the real world, taking the leap from curiosity to customer even further. Once they have smelled it, potential buyers will be more inclined to go online and buy the product, especially since they already had a fun and memorable experience with it. Social media reactions to the new NYC ad campaign While most people appreciated the humour of the campaign, others were actually interested in the science behind it. One social media user wondered: "I can only imagine the number of chemicals it took to make the odours last and only appear when scraped off." This highlights the fragrance delivery technology, which keeps the scent dormant until it is triggered by touch—an innovation that's both retro and new. Also Read | Strange deep-sea fish with two 'pig-tailed' parasites captured by scientists in the South Atlantic ocean | Watch the video

Wait, what! People are scratching and sniffing giant 'armpits' on NYC streets

Hindustan Times

25-04-2025

Hindustan Times

Wait, what! People are scratching and sniffing giant 'armpits' on NYC streets

New Yorkers are being encouraged to stop and smell the armpits, quite literally, thanks to an unusual campaign by personal care brand Billie. As part of a quirky promotional stunt, Billie has installed scratch-and-sniff posters around Manhattan that let passersby sample the brand's latest deodorant scent, Coco Villa. The experience is available at 505 8th Avenue, near Penn Station, and other select locations across the city until Friday, May 16. Also read: Passenger left stunned after Delta crew offers him ₹2.5 lakh to give up his seat: 'Wasn't even the day's biggest payout' A TikTok video capturing the stunt shows curious pedestrians stopping to scratch giant armpits placed on city sidewalks, reacting with surprise and amusement. 'Love the fresh smell of @billie pits in the morning,' read the caption on the post. One user commented, 'It's gotta smell good if they're trying each one.' Coco Villa is described as a tropical blend featuring spiced vanilla, coconut cream, and sunny sandalwood. The scent is part of Billie's popular All Day Deodorant line, which is dermatologist-tested, aluminium-free, and baking soda-free. The deodorant claims to neutralise odour and keep users fresh for up to 24 hours. The new Coco Villa scent is now available for purchase on Billie's official website for $9. Billie took to Instagram to share the video of the campaign with the caption, 'The city just got a little sweeter (smelling) Come check out our new scratch and sniff Coco Villa posters around NYC and tag us @billie if you take a whiff Find them here until May 18th:' A post shared by Billie (@billie) Many took to the comments section t react. A user wrote, 'This is hilarious and genius omg' Another added, 'I can only imagine the amount of chemicals it took to make the odours last and only appear when scraped off....' Also read: Yashraj Mukhate turns viral 'sensations' rant into catchy tune, internet loves it: 'Vibe toh hai'

Mint

25-04-2025

Mint