Billie launches NYC campaign turning armpits into scratch-and-sniff (Video)

Personal care brand Billie is asking New Yorkers to make a pit stop when they see their posters for a scratch-and-sniff experience.

From now through Friday, May 16, passersby can smell a giant armpit on the street, which will give them a whiff of Billie’s newest tropical-inspired scent, Coco Villa.

Fans of the brand will get to sample the new smell of their best-selling All Day Deodorant at 505 8th Ave near Penn Station, as well as other locations throughout the city.