To raise awareness around food waste and to encourage people to change their behavior around dairy products, Coop launched a perfume that smelled exactly like old milk when it has gone bad. Because before milk smells bad it's actually ok to drink it.

CLIENT
Coop is one of Sweden grocery store chain and they are known for their sustainability work.

PROBLEM
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.

IDEA
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.