Scratch-and-Sniff Armpit Billboard

Gallery

Billie put a giant scratch-and-sniff armpit on a NYC billboard so people could literally test the new deodorant scent on the street. For a product where smell is the whole sell, letting people try it in public is the point. Gross-funny enough to go viral.

Cities

New York City

Formats

Scratch-and-sniff billboardsPosters

Creative agency

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Media agency

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Media owners

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ICPs

young urban consumersclean beauty shopperssocial-first audiences

Est. cost

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Est. reach

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Sources

• hypebae.com/2025/4/billie-nyc-campaign-scratch-and-sniff-armpit-experience-where-to-go
• www.prweek.com/article/1917694/billie-consumers-stop-smell-armpits