The Poster You Can Smell

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Marketing ideas for marketers who hate boring

The best marketing ideas come from marketers who live it.

That’s what this newsletter delivers.

The Marketing Millennials is a look inside what’s working right now for other marketers. No theory. No fluff. Just real insights and ideas you can actually use—from marketers who’ve been there, done that, and are sharing the playbook.

Every newsletter is written by Daniel Murray, a marketer obsessed with what goes into great marketing. Expect fresh takes, hot topics, and the kind of stuff you’ll want to steal for your next campaign.

Because marketing shouldn’t feel like guesswork. And you shouldn’t have to dig for the good stuff.

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Best Ad of the Week

Billie – “Scratch-and-Sniff” Armpit Posters (2025)

In early 2025, Billie (a bodycare brand) placed giant interactive “scratch-and-sniff” posters across New York to launch its new coconut-vanilla deodorant. Passersby could physically engage with the ads by sniffing them. The curious, tangible experience spread fast on social media, becoming a viral moment for both brand and product.

Key Marketing Lessons

• Make it interactive, not passive
  By allowing real, physical engagement—scratch and sniff—the ad turns observers into participants. This deepens memory and boosts shareability.

• Turn sensory experiences into storytelling
  Scent is an often ignored sense in advertising. Billie used fragrance as the medium itself, not just a product attribute.

• Use novelty to invite social proof
  People walking by filmed themselves scratching and sniffing—user-generated content that transformed posters into organic marketing.

• Dare to break category conventions
  Most deodorant ads highlight sweat control or ingredients. Billie flipped the script: the ad is about scent and surprise, not just utility.

  

  Billie – “Scratch-and-Sniff” Armpit Posters (2025)

Latest Trends and News

• The EU Commission fined Google €2.95 billion for favouring its own ad tech solutions over competitors—a landmark antitrust ruling in the adtech space.

• The UK’s CAP Code now covers non-paid social ads by licensed gambling operators, even if the advertiser doesn’t have a UK address.

• Google is restricting political content in Shopping campaigns across the EU starting September 2025—marking tighter regulatory controls on ad placement for political messages.

• H&M staged a big comeback in London Fashion Week with “H&M&180: The London Issue,” showcasing public activations, runway shows, panels and performances to reposition the brand.

• Tensions rise between the EU and US over tech regulation after Trump threatened tariffs over the EU’s fine on Google. Fashion brands are urged to prepare for regulatory divergences across markets.

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Marketing ideas for marketers who hate boring

The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.

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Weekly Tip

Use Patterns to Persuade

The human brain loves patterns—they make information easier to process and remember.

• Apply the “rule of three” in headlines or lists
• Repeat key phrases to reinforce your message
• Structure posts with a beginning, middle, and end

Patterns create rhythm, and rhythm makes your content more engaging and persuasive.

Weekly Challenge

Content Recycling Challenge

This week, give old posts new life:

• Pick 3 posts from at least 3 months ago
• Update the design, caption, or format (e.g. turn a static image into a reel)
• Repost them with a fresh hook or new angle
• Compare engagement with the original version

Refreshing proven ideas saves time while reaching new followers who never saw the originals.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.