BRIEF: During 2018 Coop was awarded as the most Sustainable Brand in Sweden. Highlight our work against food waste. 
 

INSIGHT: People don't trust their senses when checking if their food is still eatable.

CONCEPT: A parfume that smells like old milk when you can't drink it anymore. With sampling events, ads and SoMe content we challenged the people of Sweden to start using their nose instead of relying on the best before date.