• by Fern Siegel , 6 hours ago

Keeping with reality baking shows, fragrance eos has taking the "Is It Cake?" spots, which run in the Super Bowl, to wacky limits.

The new work, starring comedian Mikey Day, asks contestants to answer: Is it cake? The catch: They guess people, not pastries, mistaking the eos body mists for dessert flavors.

“These Scents Eat” campaign includes two spots produced by Mischief @ No Fixed Address in 15- and 30-second formats. Placements in the Super Bowl include pre-kick and in-game airings. After the Super Bowl, ads run across TV/CTV, online video and paid social. Ads are here and here.

Media planning and buying was led by Tinuiti.

The creative twist is positing eos as an edible fragrance. “We love showing up in culture in ways that feel unexpected and fun,” said Carley Caldas, SVP of marketing & Creative at eos. “Pairing our gourmand signature scents, like vanilla cashmere and creme de pistachio. The 'Is It Cake? universe was the perfect recipe for something surprising, funny and totally craveable. If someone mistakes you for cake, you’re clearly doing something right.”

Known as the host of Netflix’s “Is It Cake?,” Day gives the absurd premise added credibility.

Kelsey Heard, associate creative director, added: "The campaign was largely a reaction to native social conversations. We saw one user comment that eos smelled so yummy, they almost ate their arm off. That hyperbolic spirit inspired us to flip the viral is it cake? trend to ask are you cake?”

The new eos body mists are available at evolutionofsmooth.com select national retailers, including Target, Walmart, and Amazon.

Mischief @ No Fixed Address campaigns include Verizon, Tinder, Tubi and 7-Eleven.