New NYC ad is ‘scratch and sniff,’ so you can stop and smell armpits on the street

Stop and smell the…armpits?

Personal attraction marque Billie is asking New Yorkers to make a pit extremity erstwhile they spot their posters for a scratch-and-sniff experience.

From now done Friday, May 16, passersby tin smell a elephantine armpit connected nan street, which will springiness them a whiff of Billie’s newest tropical-inspired scent, Coco Villa.

Fans of nan marque will get to sample nan caller smell of their best-selling All Day Deodorant astatine 505 8th Ave adjacent Penn Station, arsenic good arsenic different locations passim nan city.

A video posted to TikTok shows group stopping to scratch elephantine armpits connected nan Manhattan sidewalks and smelling them — looking pleasantly surprised.

“Love nan caller smell of @billie pits successful nan morning,” nan caption read.

“It’s gotta smell bully if they’re trying each one,” personification commented.

Coco Villa is described arsenic a saccharine vanilla coconut scent, featuring spiced vanilla, coconut pick and sunny sandalwood.

Billie’s All Day Deodorant is simply a dermatologist-tested, aluminum-free and baking soda-free instrumentality that promises to sorb and neutralize odor for 24 hours.

It retails for $9, and nan caller scent is now disposable connected nan brand’s website.