Screwball Peanut Butter Whiskey, with its unique and memorable taste, aimed to promote its brand in a way that mirrored the distinctiveness of its product. The goal was to create a multi-sensory experience that not only seized attention but also sparked curiosity and cravings for their one-of-a-kind whiskey. The idea was to utilize large-scale murals in conjunction with scent machines to disperse the aroma of peanut butter, luring people in and encouraging them to connect with the brand on a deeper level.

Overall Murals hand painted three eye-catching murals for this campaign, strategically located in high-traffic and trendy areas in West Loop, Chicago, Venice, Los Angeles, and Soho, New York. The artwork featured vibrant visuals that embodied the playful and unconventional spirit of Skrewball. 

Each mural included a message prompting people to "sniff me" and experience the scent of peanut butter, enticing them to explore the sensory surprise. This innovative approach ensured that people passing by would be greeted with the delightful and unexpected scent, making the murals a visual treat and an olfactory experience.

​​The campaign resulted in over 1 million interactions as passersby often stopped and exclaimed, "Wow, it smells like peanut butter!" This reaction emphasized the effectiveness of the scent element in capturing people's attention nationwide, demonstrating that unconventional thinking in outdoor advertising is impactful.

See it in action on our Instagram.