goodwipes offers flushable scented wipes in varieties like Rosewater and Shea-Coco, and those who have yet to experience them only need to walk along Los Angeles' Abbott Kinney Boulevard and look for a colorful billboard from the brand's Scentsational Summer campaign. These multi-sensory ads automatically release a featured goodwipes scent every 30 seconds, and as the scents change, so does the creative to match.
Scent is one of the most powerful and underutilized tools in marketing, with its unique ability to bypass rational thought and evoke emotion, making it capable of opening people to new possibilities, anchoring a brand experience in the mind long after the moment has passed, and creating the kind of lasting, sensory-linked memory that no visual cue alone can replicate.
Beyond the billboard, goodwipes is setting up weekly Scentsational Summer Sniff & Sample pop-ups to engage newcomers to the brand and connect with its community.
What Makes This Trend Stand Out
- Scent-activated Advertising
- Aroma-enabled media transforms passive outdoor placements into memorable sensory touchpoints that deepen emotional brand recall beyond visual messaging.
- Dynamic Multi-sensory Creative
- Billboards that synchronize scent releases with changing visuals suggest new formats for adaptive campaigns that blend physical environments with timed brand storytelling.
- Sampling-led Street Engagement
- Pop-up sniff-and-sample experiences create low-friction product discovery moments that connect experiential marketing with immediate consumer trial.
Sectors Adopting This
- Out-of-home Advertising
- Sensory billboards introduce premium inventory models where physical media competes through immersion, novelty, and measurable pedestrian engagement.
- Personal Care
- Scent-forward hygiene products gain differentiation through experiential discovery, making fragrance a core driver of brand identity and consumer preference.
- Experiential Marketing
- Urban activations that pair ambient scent with live sampling expand the role of pop-ups from short-term promotion to community-building brand ecosystems.
