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

Stop and smell the…armpits?

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.

A video posted to TikTok shows people stopping to scratch giant armpits on the Manhattan sidewalks and smelling them — looking pleasantly surprised.

“Love the fresh smell of @billie pits in the morning,” the caption read.

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

Coco Villa is described as a sweet vanilla coconut scent, featuring spiced vanilla, coconut cream and sunny sandalwood.

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

It retails for $9, and the new scent is now available on the brand’s website.