Coop’s pungent perfume is designed to smell like off milk...
Here’s one fragrance you probably won’t want to dab behind your ears. Swedish grocery chain Coop has introduced a parody parfum that smells distinctly of milk on the turn. The idea, of course, is not to repulse customers, but to educate them over the issue of food waste.
According to the Swedish Environmental Protection Agency, over 30% of food in the country’s households is thrown away even before it goes bad. With its pungent perfume, Coop is encouraging its customers to ignore best-before dates and rely on their senses instead.
For anyone with a nose for it, exquisitely designed 50ml bottles of ‘Old Milk’ can be ordered directly through the Coop website.
Via: Design Taxi
#Optimism, #Sustainability, #Sweden, #Retail