Sniffing Armpits on the Street... "It Smells Fresh"

Promoting a New Personal Hygiene Product
Scratch the Billboard to Smell the Fragrance

A billboard featuring a scratch-and-sniff armpit photo has appeared on the streets of New York, drawing significant public attention.

A giant billboard for the new deodorant product by personal hygiene brand 'Billy' installed in New York, USA. If you approach and scratch the billboard, you can smell the scent of the new product. Billy Instagram capture

On April 25 (local time), international media outlets including the New York Post reported that personal hygiene brand Billy had installed giant billboards displaying armpit photos at several locations throughout New York City. These armpit billboards feature a "scratch-and-sniff" function, allowing passersby to scratch the surface and smell the scent. The campaign will run until May 16.

When scratched, the armpit billboard releases the scent of Billy's new deodorant product, "Coco Villa." The Coco Villa fragrance is characterized by a tropical scent that blends a sweet vanilla coconut base with vanilla, coconut cream, and subtle sandalwood notes.

A video shared on Instagram shows people stopping on the streets of Manhattan, New York, gazing at the giant armpit billboard, scratching it, and smelling the scent. Online commenters who saw the ad responded with remarks such as, "It smelled fresh when I tried it in the morning," "If people are willing to try it one by one, it must be a good scent," and "It's an eye-catching and fun ad with a shocking visual."