Co-opting the Expected Experience
Tags: Clean Air Council, co-opt, Dr. Pepper, expected experience, green, New Soap, Old Bottle, Scott Amron, soap
New Soap, Old Bottle is a company that buys name-brand soap and packages it in reused, sanitized soda bottles.
Founder Scott Amron says his products offer consumers a “greener option. . . New Soap, Old Bottle saves two bottles for each bottle sold. That’s the bottle that would have been manufactured and the bottle rescued.”
Why though doesn’t the company manufacture its own soap? “We believe you need a brand name to add value to the old bottles,” Amron says.
The concepts behind New Soap, Old Bottle are simple and smart. They repurpose trash into something valuable, which is particularly striking when considering that Americans throw out 2.5 million plastic bottles every hour, according to the Clean Air Council.
By repurposing the bottles, New Soap co-opts the expected experience. While everyone else in the world is getting Dr. Pepper out of a Dr. Pepper bottle, you’re getting soap. It’s a subtle deviation that’s memorable.
