OOH ADVERTISING

Armpit ‘scratch-and-sniff’ OOH campaign gets consumers talking

By our African Marketing Confederation News Team | 2025

Deodorant brand gets New Yorker’s tongues wagging and noses sniffing with innovative new out-of-home activation.

Would you stop and smell someone’s armpit to decide whether you’ll buy the deodorant they’re wearing? If you’re a New Yorker, you might!

Billie via Instagram

In an innovative OOH advertising activation that has social media chattering and people in the Big Apple scratching their heads (…and someone else’s armpit), deodorant brand Coco Villa has set up three street-level billboards around the city that invite passers-by to scratch-and-sniff a photo of an armpit. 

 

When they do so, they experience a real-time sample of the Coco Villa deodorant fragrance, which is described as “a sweet, vibrant blend of coconut and vanilla notes”. 

 

This out-of-home campaign is a humorous approach to generating physical and digital buzz, while driving product sampling in a clever way. 

 

Parent company was founded in 2017 

 

The Coca Villa brand is owned by Billie, a personal care company founded in 2017 as a digitally native, direct-to-consumer business focused on providing women with high-quality shaving and premium body care products. 

 

Billie has created a reputation for innovative marketing and its original 2017 launch campaign was driven entirely by press coverage and organic word-of-mouth rather than paid advertising. It sold out within days.  

 

The company has subsequently branched out from being online-only to being sold in major retailers, and has expanded into shave gel, body wash and lotion. 

 

According to Kunle Campbell, writer of the ‘Conscious Commerce’ newsletter, Billie’s products are all formulated with clean, vegan and cruelty-free ingredients. 

 

“Billie’s marketing success came from taking a stance. They did not just sell razors; they sold a movement. Their campaigns were not focused on selling a product but shaping a conversation around body positivity and inclusivity. They understood their audience deeply and spoke to them directly, rather than relying on industry norms,” Campbell says in a LinkedIn post. 

 

You can watch a YouTube video of the Coca Villa out-of-home advertising activation here.

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Rozanne
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.