Billie's Bold NYC Campaign: Smell Giant Armpits Before You Buy Deodorant!

Would you stop and sniff an armpit before buying deodorant? In a world saturated with digital ads and influencers, Billie, a personal care company, has taken a refreshingly playful approach to advertise its latest deodorant fragrance—Coco Villa.

Instead of following the usual marketing methods, Billie has installed massive armpit-shaped scratch-and-sniff billboards throughout Manhattan, inviting passersby to literally stop and smell the pits. This marketing strategy is not only shocking but also funny and intriguing, making a significant impact.

NYC's Viral Scratch-and-Sniff Campaign

The campaign is not just eye-catching; it's also interactive. These installations are strategically placed in high-traffic areas, particularly at 505 8th Avenue near Penn Station.

Pedestrians are encouraged to engage with the installations by scratching the armpit area on the posters to receive a real-time sample of the Coco Villa fragrance. The experience is available until May 16, offering New Yorkers a unique opportunity to participate in this quirky public activity.

The campaign has gone viral on platforms like TikTok and Instagram, where videos of curious pedestrians smelling the armpits have circulated widely. A popular TikTok video featured baffled individuals scratching at the posters, often responding with laughter. One caption read, "Love the fresh smell of @billie pits in the morning," generating significant engagement from amused viewers.

This social media buzz has helped spread awareness beyond NYC, showcasing the effectiveness of blending physical installations with digital amplification. The campaign cuts through typical advertising clutter, creating a touchy, sensory, and shareable experience. Billie effectively combines humor with clever product sampling, reinforcing its fun, body-positive, and contemporary brand identity.

The Alluring Coco Villa Fragrance

At the heart of the campaign is Coco Villa, a tropical-scented deodorant combining spiced vanilla, coconut cream, and sun-kissed sandalwood. This fragrance aims to capture the calming essence of a seaside escape, and is part of Billie's All Day Deodorant line, which is aluminium-free, baking soda-free, and dermatologist-tested.

These qualities ensure a gentle yet effective solution that promises up to 24 hours of freshness without harshness.

Why This Campaign Stands Out

What makes this campaign special is its ability to engage the senses of smell and touch. While scratch-and-sniff technology is not new, Billie has revitalized it in a humorous way. The oversized armpit design provokes curiosity, challenges social norms, and sparks conversations.

For many brands, forging emotional and sensory connections is invaluable, and Billie achieves this by transforming a common body part into a literal billboard.

The Coco Villa fragrance is priced at $9 on Billie's website, and the scratch-and-sniff installations serve as real-world product sampling points, encouraging curious onlookers to make a purchase after their memorable experience.

Social Media Buzz Around the Campaign

While many enjoyed the humor, some were curious about the science behind the campaign. One user noted, "I can only imagine the number of chemicals it took to make the odors last and only appear when scraped off." This highlights the fragrance delivery technology that activates the scent upon touch, a blend of retro and modern innovation.