Observed Signal · Jul 10, 2026 · Campaign Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Goodwipes launches scented billboard campaign in LA
Goodwipes has installed experiential scented billboards on Abbot Kinney Boulevard in Venice Beach, Los Angeles. The large-format posters release a burst of fragrance every 30 seconds to create a multisensory OOH activation that invites passersby to sniff. The execution was created with OOH specialist Quan Media Group; media-buying and billboard operations are credited to Quan Media Group/Brian Rappaport and owner/operator Alchemy. Meredith Diehn, Marketing SVP at Goodwipes, frames the work as brand-building rather than a standard media buy. The piece positions the campaign within a wider trend of polysensory branding and notes the brand’s prior collaborations (for example with OLIPOP) and cheeky festival activations.
Notable creative OOH activation that illustrates a growing trend toward multisensory/polysensory branding and experiential marketing, but limited in scale and geographic impact.
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Key Takeaways & Evidence Grounding
- Goodwipes launched scented experiential billboards on Abbot Kinney Boulevard in Venice Beach, Los Angeles.
- The billboards release a burst of fragrance every 30 seconds to create a multisensory brand experience.
- The installation was created with OOH specialist Quan Media Group; media buying credited to Quan Media Group / Brian Rappaport.
- Billboard owner/operator is listed as Alchemy in the campaign credits.
- Goodwipes used sprayed scent technology (actual scent sprays) rather than scratch-and-sniff printing.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Goodwipes, Turo, Wendy’s Among New Creative Ads
Ad Age published a roundup of new creative advertising campaigns on July 8, 2026. Highlights include Goodwipes’ Los Angeles billboard that emits a scent every 30 seconds and cycles three creative executions; Turo running a campaign warning car renters not to get “carfished;” and Wendy’s launching an Indianapolis-focused creative that reveals “Indy” hidden in its logo. The article lists additional brands with new creative work — Heinz, Hily, Kickstarter and Toyota — and is authored by Tim Nudd and Brandon Doerrer.
Liquid Death and Goodwipes launch soda‑scented wipes
Liquid Death and Goodwipes have collaborated on a retail product and advertising campaign: vanilla cream soda‑scented flushable wipes infused with Liquid Death mountain water, sold exclusively at Walmart. The partnership is promoted via a 30‑second comedic spot featuring a tuxedoed 'buttler' and a real prize draw to win a personal buttler. Liquid Death's VP of creative Andy Pearson and Goodwipes' SVP of marketing Meredith Diehn are quoted about the collaboration. Goodwipes previously partnered with Olipop in spring 2026 on peaches‑and‑cream‑scented wipes, also sold at Walmart.
DUDE Wipes Turns to Unconventional Sports Sponsorships
DUDE Wipes has shifted to irreverent, lower-cost sports sponsorships—most notably becoming the “official backside partner” of the Premier Lacrosse League (PLL), placing branding on the lower backside of every PLL jersey. The brand pairs on-field logo placements with youth-program apparel, on-site sampling, digital content and a creator program. DUDE Wipes’ approach reflects a broader trend as rising sports-rights costs and market fragmentation push some legacy advertisers away from premium inventory, prompting brands to target niche sports, teams and creative placements. DUDE Wipes traces this playbook back to a 2014 UFC sponsorship and says it now does “multi-nine figures” in sales, expecting more than 10% of U.S. households to use its product. The article frames the move as a repeatable hybrid sponsorship strategy combining niche-rights deals, creator activations and sampling.
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