Goodwipes Turned a Billboard Into a Brand Experience
There's a billboard in LA right now that you can smell 👃
Every 30 seconds, it releases a puff of Rosewater. Or Lavender. Or Shea-Coco, depending on the week. The fragrance diffuser is hidden in the rippled edge of the goodwipes pack on the creative, so the scent feels like it's coming straight from the product.
Yes, goodwipes. The flushable wipes brand 🍑
Full disclosure, I'm biased. Barrel redesigned their Shopify site last year to bring their "cheeky clean" personality to life butt follow Sam Nebel here on LinkedIn for more of that in real-time.!
The new campaign, with Quan Media Group, takes over a stretch of Abbott Kinney through August 5. The scented billboard is the centerpiece, but there are also Sniff & Sample pop-ups every Friday in July and chalk stencils around the neighborhood pointing people toward it. See it, smell it, try it, all within a block.
Here's why I love it.
Wipes are about as everyday as an essential gets. Butt that doesn't mean you have to play it safe with functional messaging, a coupon, maybe an end cap.
goodwipes goes the other way. They treat the category as permission to have more fun than anyone else in it. The personality on the pack is the same personality on the site, and now it's literally in the air on a street in Venice.
The consistency here is beautiful.
It means every surface, from a product page to a billboard, has to feel like the same brand made it. When it works, people don't just recognize you. They remember how you made them feel (or in this case, how you smelled).
Congrats to to Sam, Meredith Diehn, Liz Branfman, and the rest of the goodwipes crew. Wish I was out there to get a whiff. If you are, DO IT UP.
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