Scratch, Sniff, and… Sniff Again? NYC’s Latest Ad Wants You to Smell a Giant Armpit

Just when we thought we’d seen it all, a personal care brand has gone full noses-on with a scratch-and-sniff billboard — featuring a giant armpit.

Yes, you read that right. If you're strolling through New York City, you might spot people enthusiastically rubbing and sniffing a larger-than-life underarm on the street. And no, this isn’t performance art — it's an ad.

Billie, the cult-favourite personal care brand known for its inclusive razor campaigns and non-toxic deodorants, is asking folks to make a literal pit stop and take a whiff of their newest tropical-inspired scent: Coco Villa.

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

Until Friday, May 16, curious passersby can sample the scent by scratching (and sniffing) a giant armpit at 505 8th Ave, near Penn Station, and a few other spots around Manhattan. And based on TikTok reactions, it’s not as weird as it sounds — people seem impressed. (Which is saying something, because New Yorkers usually don’t stop for anything short of free pizza or a subway mariachi band.)

So, what does Coco Villa smell like? Think beach vacation vibes: spiced vanilla, coconut cream, and a touch of sunny sandalwood. The opposite of what you’d expect an armpit to smell like on a Manhattan sidewalk in May.

Billie’s All Day Deodorant — the star of the sniff show — is aluminum-free, baking soda-free, and dermatologist-tested. It promises to keep you fresh for 24 hours, even if your day involves public transit, hot yoga, or chasing toddlers in a park. All that for just CAD 9 (okay, probably USD 9, but we can dream).

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The scent is now available on Billie’s website — no street sniffing required. But if you do happen to be in NYC and spot a crowd gathered around a suspiciously smooth billboard, now you know why.