Back Market had already won over the sustainability-consiouns people. The people who choose refurbished because it's the right thing to do — they're onboard. The challenge was everyone else: the ones who know better and still buy new anyway.

Not because they don't care. Because buying new is an experience people crave.

BACK MARKET
MAKES REFURBISHED
FEEL LIKE NEW

A 2025 neuromarketing study found that tactile interaction, anticipation, sound, and packaging design during smartphone unboxing activate reward-related brain responses tied to pleasure and brand attachment.

In many cases, consumers are not just buying a product. They are buying the emotional experience surrounding it. The popularity of unboxing content confirms this.

PEOPLE DON'T WANT NEW TECH
THEY WANT THE THRILL OF BUYING IT

Instead of demanding sacrifice, Back Market delivers what people actually want — the smell, the box, the ritual, the dopamine — all of it intact. Just without the price tag, the waste, or the guilt that follows.

So that people could treat their senses and their common sense.

SAME THRILL, LESS GUILT

The campaign keeps Back Market's bold, unhinged brand voice — while tapping into a cultural moment. In the era of Gwyneth Paltrow's candle and keyboards that smell like old books, a crisp, ironic Back Market box or a new-tech-scented candle is a natural fit.

Sensory brand objects have become some of the most shared content online — people don't just buy them, they film them. A fun, viral way to land a serious message.

STRATEGY
CW

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