Sensory Outdoor Posters

Billie Introduced its Scratch-and-Sniff OOH Campaign

The 'Scratch-and-Sniff OOH Campaign' marks Billie’s first interactive out-of-home advertising initiative, recently launched in New York City. Through this campaign, consumers are invited to engage directly with Billie’s new 'Coco Villa All Day Deodorant' by scratching specially designed posters to release a coconut-vanilla scent.

This approach reimagines traditional outdoor advertising by integrating a sensory experience. The armpit-inspired posters allow passersby to physically interact with the material and experience the fragrance firsthand, creating a memorable introduction to the product. By incorporating scent into the campaign, Billie seeks to offer a more immersive and tangible connection to its latest self-care offering.

The activation is available at 505 8th Avenue in New York City, as well as at additional selected locations throughout the city. This campaign highlights Billie’s continued efforts to innovate within the personal care sector through nontraditional and experiential marketing strategies.

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