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Billie Launches Scratch-and-Sniff Armpit Billboard Campaign

Billie surprises NYC with armpit-shaped scratch-and-sniff billboards promoting its “Coco Villa” deodorant near Penn Station.

Interactive Armpit Posters Near Penn Station

Located near Penn Station, this playful out-of-home campaign features a trio of armpit-shaped posters. Each one is coated with scent-release material that allows the public to scratch and sniff the new fragrance—an innovative way to bring product sampling to the streets.

The scent, Coco Villa, combines tropical coconut with warm vanilla notes, echoing the product’s vibe of freshness and beach-ready confidence.

Clean Beauty Meets Creative Advertising

Billie isn’t just pushing boundaries with creative formats—they’re also promoting a clean, aluminum-free deodorant that is dermatologist-tested and streak-free. The campaign emphasizes fun while reinforcing the brand’s commitment to clean ingredients and a more enjoyable body care routine.

Why This Campaign Stands Out

This activation is a great example of how OOH advertising can be both tactile and impactful, using real-world interaction to amplify brand presence. It captures attention, creates conversation, and brings the product experience right to the sidewalk.

 

@billie Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner ♬ original sound - Billie
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