Antiperspirant and deodorant brand Sure is launching a “sniffable” billboard which allows passer-by to get a whiff of the new Whole Body Deodorant as it launches in the UK.
AMV BBDO, FleishmanHillard and Mindshare have collaborated to create the out-of-home activation as part of the UK launch of the bold campaign introducing the new range.
Developed to stop odour at the source, the brand’s most adaptive odour technology yet aims to free people from the fear of BO and help make every body part smell better.
Scented with oils, the 48-sheet poster encourages passers-by to stop and sniff the ‘naughty bits’ of a man and a woman depicted on the poster. Reactions to the high-impact billboard will be captured on camera for use in a social media campaign.
The poster will be placed in London’s borough of Camden for a limited period and aims to drive conversation about the campaign as the product hits supermarket shelves.
At the heart of the campaign is the insight that only 1% of body odour comes from our armpits, with most bodily pongs emanating from different areas. Highlighting the need to deodorise these areas, AMV has created a multi-media campaign encouraging users to freshen up their ‘cheesers’ (feet), ‘ta-tas’ (boobs), and ‘booties’ and ‘derrieres’ (backsides.)
AMV BBDO creative director Jack Smedley and George Hackforth-Jones said: “When Sure asked us for a product demo, inviting consumers to sniff a giant bum probably wasn’t the first thing that they imagined but we all quickly agreed there is no better way to start a conversation about product efficacy.”
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