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The battle of whiter armpits and underarm freshness is taken to a new level as brands shout out their supremacy in personal hygiene with spectacular billboards on EDSA.   This is an interesting development in the out of home media industry wherein more often than not, the skirmishes are between telcos, apparel, shoes, and financial products.

Lately, apart from the notable emergence of billboards advertising cars, Sarah Geronimo and Anne Curtis have been displaying their flawless armpits for their respective camps.  Who is the winner?  Well, if you were to ask me, it looks like a tie.  Sarah G. looks so awkward with her pose while Anne stuns us with her superhero outfit.

How to settle the issue?  Call for a special execution with scratch and sniff technology.  How's that for a really interactive billboard?



Lloyd Tronco is a Certified Digital Marketer and Out-Of-Home Media Strategist.  His experience in OOH Media spans being a vendor for OOH in the Visayas and Mindanao as well as being one of the pioneer OOH Media Strategists in the Philippines at the turn of the millenium. 









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