We created an Odour-Ometer where it matters: a crowded New York City subway. The Odour-Ometer measured guys’ odour confidence in an unexpected way. We created the Odour-Ometer by attaching colour-coded straps to subway poles. The straps would tell you whether you felt “confident, “not confident,” or if you needed to chuck your monthly subway pass and “take a cab.” The highest strap was reserved only for those who use GILLETTE ODOR SHIELD deodorant.

Deodorant sales went up, guys switched to GILLETTE ODOR SHIELD and New York City subways become a bit more bearable.