Billie is turning heads, and noses, in Midtown Manhattan with a bold campaign designed to make passersby stop and smell the armpit. The beauty brand, known for its playful approach to personal care, has unveiled a series of scratch-and-sniff posters near Penn Station to promote the newest scent of its best-selling All Day Deodorant, “Coco Villa.” The campaigncombines street-level marketing with sensory experience, marking a fresh direction for fragrance-focused advertising.
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The interactive billboards are shaped like armpits and invite the public to engage directly by scratching the surface to release the deodorant’s tropical-inspired scent. “Coco Villa” features a sunny blend of coconut and vanilla. With this new campaign, Billie is leaning into scent as a core part of the product’s personality.
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Billie’s All Day Deodorant has long been a fan favorite for its solid, aluminum-free formula and dermatologist-approved ingredients. The updated “Coco Villa” version keeps the same skin-friendly benefits, offering long-lasting odor protection with a soft, streak-free application. The new scent introduces a playful twist to the brand’s product line, balancing clean beauty standards with a lighthearted tone.
Beyond product performance, the campaign also aims to reframe the way we interact with body care marketing. By creating an unconventional olfactory experience in a high-traffic public space, Billie is making a direct appeal to commuters and pedestrians, reinforcing the idea that scent is personal, and worth a moment of curiosity.
Priced at $9 USD, the “Coco Villa” deodorant is already available for purchase on Billie’s website. The brand’s emphasis on affordability, clean ingredients, and fun-forward messaging has helped it carve out a loyal following in the crowded personal care market.
With this campaign, Billie moves beyond digital engagement and enters a more tangible space, offering scent, humor, and a bit of surprise in the middle of New York City. Whether it’s a clever stunt or a new standard in experiential advertising, one thing’s clear: Billie knows how to make an impression.
