Bath & Body Works fans spoke...and we listened. When customers asked for the return of Billie (our beloved, yellow rubber ducky toy), we took this comeback to the next level.
Enter Billie: Your Scent Bestie — now reimagined as, not only a life-sized mascot, but the iconic face of our Semi-Annual Sale.
As the ultimate scent expert and our community's new BFF, Billie’s “trust-me-I’m-a-duck” attitude graced feeds with doses of true cheeky charm. Billie embodied some fierce main-character energy, offering scent tips and relatable advice that humorously connected with fans while creating unforgettable (and iconic!) moments.
Designed to be the symbol of the Semi-Annual Sale, Billie’s larger-than-life presence created instant excitement. We worked very closely with the Bath & Body Works team, and our vendor, to design and produce Billie from the ground-up, resulting in a truly custom, one-of-a-kind.
Our social campaign tapped into trending audio, cultural moments, and Gen Z behaviors, transforming Billie into a content star. From quirky advice to scent-matching tips, Billie’s engaging personality not only amplified the sale’s visibility but was a key driver behind fan conversions, too.
Billie became more than a mascot...They became a beloved icon. Billie successfully sparked joy and helped our audience form strong, positive associations with the Semi-Annual Sale—which they shopped AND celebrated alongside Billie.
Billie’s comeback went beyond being a response to fan requests—it was a testament to Bath & Body Works’ dedication to listening and delivering joy in bold, creative ways. Fans on social have instantly praised Billie as their “hero,” an “icon,” and even want their own plushies to purchase...plus a signature Billie scent.
Bath & Body Works’ beloved mascot, Billie the Duck, has stolen hearts and sparked conversations, becoming a true fan-favorite during the Semi-Annual Sale (SAS). Through entertaining and relatable content, Billie brought a sense of fun and joy to the BBW community, driving incredible engagement.
Fans couldn’t get enough, showering Billie with love in the comments:
The overwhelming excitement didn’t stop there. Fans want Billie-inspired merch, plushies, and even product recommendations. Billie has cemented their place as a hero and BFF for BBW lovers everywhere.
The results were just as impressive:
With such strong momentum, fans are already counting down the days until Billie’s return. This program not only showcased Billie’s star power but proved the magic of connecting with audiences in an authentic, whimsical way. Billie is more than a mascot—Billie is a movement.
