Advertising Stinks
And for once, that’s not a metaphor. From scented billboards to perfumed toilet paper. Or feline body spray.
Hi friends,
Advertising has officially gone nose-first.
Back in school, olfactory marketing case studies were everywhere — from Abercrombie to Lush strategies — and I always found them a bit questionable. I never really believed scent could matter that much.
And yet, here we are. This week, we look at brands that decided smell is not just part of the product — it is the idea.
Whether it’s armpit-scented OOH, sanctified toilet rolls, or cat-proof deodorants, the line between clever and completely unhinged is getting thinner (and probably smells like “midnight jasmine”).
To wrap it up, a breath of spring courtesy of Corona.
Have a good read.
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ADVERTISING
Smell the Freedom: Sure launches Sniffable Billboard
The antiperspirant and deodorant brand Sure, also known as Rexona and Degree, has launched an innovative "sniffable" billboard in London, inviting passers-by to get a whiff of the new Whole Body Deodorant. Created by AMV BBDO, FleishmanHillard, and Mindshare, this provocative billboard features images of human body parts and captures people's reactions for a social media campaign. Part of the "No More F.O.B.O." campaign, it aims to raise awareness about the importance of deodorizing various body areas, not just the armpits.
DESIGN
Heavenly Hygiene: Saintly elevates your Bathroom Experience
Universal Favourite has redefined the personal care brand Saintly with a fresh name and a visually stunning identity inspired by Renaissance art. The brand introduces a unique cleansing foam dispenser as a modern upgrade to traditional flushable wipes. Emphasizing the concept of "Heavenly Fresh," the branding features a sophisticated tone of voice and a customized calligraphy-inspired typeface resembling the poop emoji. The new color palette breaks away from the typical sterile whites, opting for golden yellows and warm khakis. A hand-illustrated fresco titled The Lake of Revitalisation adds a whimsical touch, blending serene landscapes with playful elements like butt-shaped hedges, making bathroom routines feel more luxurious and fun.
FEATURED
A bunch of news from my network
- Audible and Rude open the first poison shop [source Elisabetta Bottani linkedIn]
- Genoa’s marketing at his best: The Genoa/Boca jersey drop is a masterpiece of design and communication [source Jacopo Pulcini linkedIn]
- Affari Pubblici, Netflix and We Are Social head to Barona [source Matteo Giarrizzo linkedIn]
- DUDE London and the wild posters for Puma and the Premier League [source Lorenzo Foffani linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Travel Tidbits: 5 Train Routes that Highlight the Beauty of Europe
Infomaniac: The World’s Most Walkable Cities are in Europe
Nat Geo: What did Hubble see on your Birthday?
Playlist: Mumford & Sons’ first album in seven years is out
Streaming binge: Why everyone’s talking about ‘Adolescence’
MARKETING
Mktg picks not to miss
- Meta rolls out AI-Powered Creator tools to help Brands boost sales
- H&M plans to use AI clones of its human models. Not everyone is happy
- Duke University says ‘The White Lotus’ went ‘too far’ with using its apparel
- Napster Sold for $207 Million to Infinite Reality
JOB POSTING
The wrong place to find the right job
- Tinder is looking for a Marketing Director in Berlin [through Paolo Lorenzoni]
- Archiproducts is searching for this role: AI Innovation Manager [through Antonio Matarrese]
ADVERTISING
Purr-fect Attraction: Lynx unleashes Catnip-Infused Fragrance
Lynx, in collaboration with LOLA MullenLowe, has launched an innovative body fragrance infused with catnip, aiming to charm both humans and their feline companions. A study revealed that 60% of cat owners wouldn't date someone their cat dislikes, prompting Lynx to create a scent that appeals to cats. Catnip, known for its pheromone-like properties, has been expertly bottled to attract even the most aloof felines. The campaign, featuring a humorous launch film directed by Andreas Nilsson, extends across various media, including print, OOH, audio, and social platforms.
ADVERTISING
Catch some rays: Corona Launches 'Your Daily Sun' Campaign
Corona is celebrating its century-long association with beach paradise by launching a global print takeover in newspapers named 'The Sun' on March 20th. Coinciding with the grand opening of Corona Island—an exclusive paradise for consumers—the initiative will roll out in Mexico, South Africa, and Canada. Created by DAVID Bogotá, the 'Your Daily Sun' campaign emphasizes the joy of life under the sun, encouraging people to escape, unwind, and appreciate nature's beauty.
Thank you so much for reading this far—I truly appreciate it. Last week’s most-clicked link was:
- Dancing through sound: Pedro Pascal's Journey with AirPods 4