Eos is bringing its irreverent, digitally native sensibility back to the Super Bowl—this time to prove that fragrance advertising doesn’t have to take itself so seriously.
The body care brand’s second Super Bowl campaign, its biggest investment since last year’s debut, taps into the “Is It Cake?” phenomenon, which started as a social media challenge before becoming a Netflix baking competition show in 2022.
The spot reflects a broader strategy for Eos as it scales: using mass-reach moments like the Super Bowl to introduce new categories without abandoning the humor and cultural fluency that made it a Gen Z favorite. After expanding into fragrance late last year, Eos is betting that its signature comedic approach can drive awareness in a category that often leans aspirational and serious.
Created by Mischief @ No Fixed Address, the new ad stars comedian and Is It Cake? host Mikey Day, who asks a group of contestants to identify which of a set of various objects are actually cake. But the participants instead mistake people wearing Eos’ new Cashmere Body Mists for decadent desserts.
The premise plays on a long-running fan insight. For years, consumers have told Eos that its scented products make them “smell edible,” said Soyoung Kang, president at Eos.
The campaign marks a milestone for the brand following its December entry into fragrance. The launch prompted Eos to increase its Super Bowl investment, with ad buys in more than 20 markets, up from nine last year.
“The Super Bowl is the one time when the odds are pretty strong that you’ll be able to deliver that kind of immediate lift in brand awareness,” Kang told ADWEEK. “There’s no other moment where the collective broader audience in America is all tuning in at the same time. It’s not just sports; it’s culture.”
In keeping with its tongue-in-cheek approach, Eos is using the Super Bowl stage to upend fragrance advertising norms.
