Billie Makes Scratch-and-Sniff Pitstop in NYC

Raised arms preview the brand's new coconut-vanilla scent

Inhaling the aroma of giant armpits on the streets of NYC? You could find worse ways to kill time in Manhattan.

Today, Billie goes the scratch-and-sniff route, hyping its Coco Villa all-day deodorant in memorably icky style.

I’m sure it’s perfectly hygienic to touch that city wall.

Those so inclined can breathe in the branding at 505 8th Ave. and other locations.

Billie’s known for deftly playing the promo game, with campaigns that often lean into satire.