OLD MILK - For COOP
Coop is one of Sweden grocery store chain and they are known for their sustainability work. One of the biggest issues in the Coop is one of Sweden grocery store chain and they are known for their sustainability work. One of the biggest issues in the food industry right now is food waste. 1/3 of the groceries we buy ends up in the trash bin. We throw away over 717.000 tons of food per year, in Sweden only. So to raise awareness around food waste and to encourage people to change their behavior in the kitchen, Coop launched a perfume that smelled exactly like old milk when it has gone bad. Because before real milk smells bad it's actually ok to drink it. The campaign launched with a video highlighting the issue and introducing the perfume. After that we hosted sample events around the country.
Samples was sent out to influencers along with the message prompting people to use their senses instead of only looking at the expiration date. We put print ads with fragrance-samples in magazines. All units drove traffic to Coop's website where you could learn more about food waste and get simple tips on what you can do at home.
Print ads with fragrance samples was placed in food magazines.
COLLABORATIONS WITH PODCASTS
The fragrance was sent out to the most prominent influencers, prompting them to try the scent and create content around the initiative.