SAME THRILL, LESS GUILT

Back Market

Back Market had already won over the sustainability-conscious crowd. The challenge was people who know refurbished is the better choice and still buy new.

It's not that they don't care. Buying new is simply an experience people crave. Research backs it up: the box, the sound, the smell and the anticipation of unboxing trigger the brain's reward response. People don't want new tech – they want the thrill of buying new tech.

So instead of asking people to give that up, we gave it back to them. Back Market makes refurbished feel like new, with a crisp Back Market box and a new-tech-scented candle. Dopamine included.

The idea keeps the brand's bold, unhinged voice and turns a serious message into objects people want to share, reaching far beyond the people Back Market already had.