Would You Dare Take a Sniff if this Campaign Ran in Madaniland’s Kuala Lumpur?
In the world of advertising, shock and scent are a rare combination—until now.
UK’s Sure brand has just taken out-of-home marketing to a whole new level with a bizarre, cheeky, and downright sniffable campaign that’s got Londoners literally stopping in their tracks to take a whiff.
In what might be the boldest marketing move of 2025, the Unilever-owned deodorant brand has unveiled ‘sniffable’ billboards across London, inviting the public to get nose-deep into phrases like ‘Smell This Bunda’ and ‘Sniff These Meatballs’.
Yes, you read that right.
This isn’t just an attention-grabbing stunt (although it’s certainly that).
It’s a disruptive campaign designed to launch Sure’s new ‘whole body deodorant’—a UK-first product catering to the two-thirds of Brits who already use underarm deodorant on other parts of their body.
Instead of pretending this unconventional habit doesn’t exist, Sure is owning it—and amplifying it with a wild, interactive experience.
The Science of Smell Meets Shock Marketing
Let’s face it: in a crowded advertising landscape, subtlety doesn’t always sell.
Sure’s billboard stunt is a masterclass in provocative marketing, combining experiential advertising, social media virality, and just the right amount of controversy to get people talking (and sniffing).
In an era of passive digital ads, Sure’s sensory-first approach invites people to physically engage with the campaign, creating memorable interactions that live longer in the consumer’s mind.
Nothing fuels online conversation like a slightly scandalous, highly Instagrammable stunt.
The billboards are practically engineered for TikTok virality, as passers-by film their reactions and turn a product launch into a social media spectacle.
By leaning into humour and street slang (‘bunda’, anyone?), Sure taps into youth culture while dismantling the stigma around body odour.
Instead of shying away from a universally awkward topic, the brand confronts it head-on—with a smirk.
Sure’s Marketing Gamble: Genius or Just Plain Gross?
Sure’s senior brand manager, Alice Duffill, describes the activation as a confidence-boosting campaign, highlighting that 67% of Brits fear body odour.
But let’s be honest—this campaign is also designed to ruffle feathers.
Some will find it hilarious, bold, and innovative.
Others will think it’s crass, unnecessary, or even downright off-putting.
And that’s exactly the point.
Love it or hate it, Sure has won the battle for attention.
In an age where brands struggle to cut through the noise, Sure’s sniffable stunt has ensured one thing: nobody will forget this campaign—or its message—anytime soon.
