Golden Child Launches Bacon-Scented Billboard Campaign

Golden Child, a next-generation pet wellness brand, has launched its first-ever out-of-home campaign with a playful experiential twist: some of the billboards actually smell like maple-glazed bacon.

The campaign rolled out across Los Angeles, New York City, and Miami, using multiple outdoor formats including taxis, subway placements, digital screens, and special sensory billboards designed to stop both humans and dogs in their tracks.

The work was developed by Hilary Coles, former SVP of Brand & Innovation at Hims & Hers, who now serves as a founding member of Golden Child and partner at go-to-market studio Gossamer World.

Turning scent into outdoor storytelling

While most outdoor campaigns rely primarily on visuals, Golden Child expanded the experience into scent — one of the most emotionally powerful senses connected to memory and behavior.

The maple-glazed bacon scent transforms the billboards from passive advertising into something interactive and impossible to ignore, especially for passing dogs.

For a pet wellness company, the idea works especially well because it directly engages the audience the product is designed for.

Designed for urban pet culture

The campaign strategically targets neighborhoods with strong pet-owner communities and high pedestrian activity.

In Los Angeles, placements appeared across areas like Santa Monica, Venice, Silver Lake, Echo Park, and West Hollywood. In New York, the campaign focused on neighborhoods including Soho, Chelsea, Williamsburg, and the Upper East Side, while Miami placements stretched from Coconut Grove to Miami Beach and Downtown.

This location strategy helps the campaign feel culturally embedded within urban pet-owner lifestyles rather than simply broadcast to mass audiences.

Experiential OOH for modern consumer brands

Golden Child’s launch reflects a broader shift toward experiential outdoor advertising, where campaigns aim to create participation, surprise, and social conversation rather than passive awareness alone.

Scented billboards naturally encourage sharing, curiosity, and public interaction, helping extend the campaign far beyond physical impressions.

For emerging brands competing in crowded wellness categories, this type of experiential visibility can generate disproportionate attention compared to traditional media formats.

Why sensory campaigns stand out

Outdoor advertising already dominates physical public space, but adding sensory layers makes campaigns even harder to ignore.

By introducing scent into the experience, Golden Child creates a moment that feels playful, immersive, and memorable — especially in urban environments overloaded with visual messaging.

The campaign also reinforces the emotional relationship between pets and owners, positioning the brand as something built around joy, care, and shared experiences.

What marketers can learn from this campaign

• Sensory experiences increase memorability: Scent creates stronger emotional and behavioral association.
• Experiential OOH drives conversation: Unexpected formats encourage organic social sharing.
• Location strategy matters: Hyper-targeted neighborhoods help campaigns feel culturally relevant.
• Physical interaction strengthens brand identity: Campaigns become more effective when audiences can experience the idea directly.

Bottom line

Golden Child’s bacon-scented billboard campaign demonstrates how outdoor advertising can evolve beyond visuals into fully sensory brand experiences.

By combining playful creativity, neighborhood-level targeting, and experiential storytelling, the campaign successfully introduces the pet wellness brand in a way that feels memorable, shareable, and impossible to walk past without noticing.

Sources

• Golden Child Scented Billboard Campaign