To tackle the growing problem of food waste, Coop launched an unexpected awareness campaign: a perfume that smelled exactly like sour milk. The idea highlighted a common misconception, that milk is often thrown away simply because it has passed its expiration date, even though it is still perfectly safe to drink. By encouraging people to trust their senses instead of the date on the package, the campaign sparked a conversation about food waste and everyday habits.
CLIENT
Coop is one of Sweden grocery store chain and they are known for their sustainability work.
INSIGHT
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 about food waste and encourage people to rethink their habits in the kitchen, Coop launched a perfume that smelled exactly like spoiled milk. The idea was based on a simple insight: milk is often still safe to drink before it develops a bad smell, despite what the expiration date may suggest.
The campaign launched with a film introducing the perfume and highlighting the scale of food waste. It was followed by sampling events across the country, influencer kits, and scented print ads in magazines. Each touchpoint encouraged people to trust their senses rather than relying solely on expiration dates. All campaign elements directed audiences to Coop's website, where they could learn more about food waste and discover practical tips for reducing it at home.
Case Study:
“Old Milk perfume smells like eau de rotten dairy.
Swedish grocery chain Coop wants to gross people
out to help reduce food waste.”
cnet.com
Sept. 21, 2018
