To bring attention to the high percentage of perfectly food and beverages that go unconsumed each year, Swedish grocery store chain Coop created an unconventional, off-putting fragrance to raise food waste awareness.
In order to educate consumers that they should rely on their own senses instead of best-before dates on product packaging, Coop developed an 'Old Milk' scent that is designed to smell just like "milk after it's gone bad." As Coop argues, this is the scent that should tell consumers that their dairy beverage has spoiled, rather than a label.
Old Milk is packaged in an elegant black bottle and is described as an "Eau D’odeur." Online, orders for a sample of the unconventional fragrance can genuinely be placed in order to encourage one to trust their own senses.
Spoiled Milk Fragrances
Coop's 'Old Milk' Fragrance Raises Food Waste Awareness
Trend Themes
1. Food Waste Awareness - Creating unconventional fragrances to raise awareness about food waste and encourage consumers to rely on their own senses instead of best-before dates on product packaging.
2. Disruptive Packaging - Exploring innovative packaging designs, such as elegant black bottles, to challenge traditional labeling methods and communicate product information through sensory experiences.
3. Consumer Trust in Senses - Promoting the idea of trusting one's own senses when determining product quality and freshness, rather than relying solely on expiration dates or labels.
Industry Implications
1. Grocery Retail - Opportunities for grocery retailers to raise awareness about food waste and promote sustainable practices through creative initiatives like fragrance campaigns.
2. Fragrance and Perfume - Innovations in the fragrance industry to develop unconventional scents that serve a purpose beyond traditional beauty and personal care applications.
3. Packaging Design - Advancements in packaging design that prioritize sensory experiences and disrupt conventional labeling methods, offering new ways to communicate product information.