Overview

• Billie has launched a quirky street-level campaign in New York City featuring scratch-and-sniff posters shaped like armpits to promote its new Coco Villa deodorant.
• The installations are located at high-traffic areas like 505 8th Avenue near Penn Station and will remain live until May 18, as confirmed by the brand on Instagram.
• Coco Villa is described as a tropical fragrance with notes of spiced vanilla, coconut cream, and sunny sandalwood, part of Billie’s aluminium-free, dermatologist-tested All Day Deodorant line.
• Social media platforms like TikTok and Instagram are amplifying the campaign, showcasing passersby’s surprised and amused reactions to the scented posters.
• The campaign reflects a growing trend in experiential and sensory marketing, aiming to create memorable brand interactions in urban spaces.