Blunies lets Singaporeans send anonymous hints to stinky friends in playful pop-up

Singaporean personal care brand Blunies Express is encouraging commuters to smell nice in public with its latest pop-up activation at Bugis Junction.

Designed as an MRT cabin complete with route map, seats and standing poles, the installation offers an Instagram-worthy, immersive experience that goes beyond the launch of the brand’s deodorant range.

Visitors can participate in a range of activities, from winning free deodorants and exclusive merchandise to claiming limited-edition sticker packs or a copy of Blunies Papers. A standout feature is the “send-a-stink” hint, which lets fans anonymously alert someone they think smells, along with a free deodorant.

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The pop-up follows a pre-launch stunt, where Blunies’ self-styled Pit Patrol officers patrolled MRT stations near popular spots, handing out playful summons for offences including “Boo, you smell” “Your armpits deserve better”, "Your armpits are screaming for help"  and “Showering once a day isn’t enough.”

Each ticket also promoted the pop-up, taking place from 14 to 19 October, encouraging recipients to visit and join the fun.

The campaign taps into a viral cultural moment earlier this year. In January, TikToker Steph L (@mianbaobreadpan) sparked debate over Singaporeans’ hygiene habits, urging people to shower before leaving home. Responses were split: some viewers argued daily morning showers are unnecessary, while others defended the practice of using deodorants or body wipes as sufficient.

Local data underscores the relevance of the campaign. A The New Paper survey found that 80% of Singaporeans commute via public transport, yet only 29.2% shower once a day on weekdays, increasing slightly to 35.4% on weekends. The combination of high commuter traffic and inconsistent hygiene habits highlights the opportunity for a playful intervention like Blunies Express.

The activation also reflects regional trends in personal care marketing. Last year, Malaysian brand HYGR gained attention with its LRT takeovers in Kuala Lumpur, featuring comic-strip train wraps, overhead grab handles, posters, and QR codes linked to gamified Instagram filters offering discount vouchers. Blunies’ MRT pop-up similarly merges humour, interactivity and public transport to spark engagement while reinforcing the importance of deodorant use.

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