If Xbox were really going to launch a fragrance, it would be packaged in a square bottle, with juice the color of the sea. That’s the image Microsoft came up with for its ‘fake’ fragrance, with has its own online ad campaign and website.

Microsoft is promoting the campaign to create buzz around the new game by Activision, Destiny, which launches next week.

Apparently, the company wanted to get around advertising restrictions, Venturebeat reported. Sony has exclusive marketing rights, and Microsoft wanted consumers to know that the game isn’t exclusive to Sony’s PlayStation.