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.
Not because they don't care. Because buying new is an experience people crave.
BACK MARKET
MAKES REFURBISHED
FEEL LIKE NEW
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.
In many cases, consumers are not just buying a product. They are buying the emotional experience surrounding it.
PEOPLE DON'T BUY NEW TECH
THEY BUY HOW IT FEELS
THEY BUY HOW IT FEELS
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.
So that people could treat their senses and their common sense.
SAME THRILL, LESS GUILT
The campaign doesn't moralize — it holds up a mirror to the irrational joy of buying new with compassion, not judgment. People become self-aware and smile about it instead of getting defensive.
The timing is right. In the era of Gwyneth Paltrow's candle and keyboards that smell like old books, a crisp Back Market box or 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.
The timing is right. In the era of Gwyneth Paltrow's candle and keyboards that smell like old books, a crisp Back Market box or 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.
GUILT IS A BAD SALESMAN
STRATEGY
CW
MY ROLE:
