CO2 Detox

Agency: M&C Saatchi Stockholm


Wasa, the crispbread producer, introduces a new type of detox – the Wasa CO2 Detox. The detox has one single purpose – to inspire people to more climate-aware eating habits. How it works? For one day you’ll only eat water and bread – crispbread to be precise. One piece of Wasa crispbread has carbon footprint of only 0,01 CO2e, and by eating 10 pieces of Wasa Crispbread, water and three locally grown apples (to be kind to your gut) for one day, you will lower your carbon footprint by 95%. Just like an ordinary detox, this one is all about kick- starting a better eating. In this case a more climate aware eating.

Climate change is an urgent threat to nature, and 1/3 of the world’s CO2 emissions comes from food production. Wasa believe in action now. By lowering, compensating, and inspiring a reduced carbon footprint, based on science, not what looks good. The Wasa brand has achieved climate neutrality by measuring and reducing its carbon footprint from field to shelf, and by compensating to zero any remaining emissions.

A number of Swedish media profiles will take on the challenge and can be followed in their social channels. There will also be a campaign in social media and PR.

This professional campaign titled 'CO2 Detox' was published in Sweden in October, 2022. It was created for the brand: Wasa, by ad agency: M&C Saatchi Stockholm. This Digital medium campaign is related to the Food industry and contains 2 media assets. It was submitted 12 months ago.


Global Marketing Manager, Katarina Waak
Global Marketing & Communications Manager, Jakob Edman

Agency: M&C Saatchi Stockholm
Creative Director: Linda Elers
Art Director: Robin Wiman
Copywriter: Christoffer Dymling
SoMe Art Director: Andrea Andersson
Studio: Anton Hååg
Strategist: Mounes Zandi
Head of Social Media/Account Director: Kristina Annehed
Account Manager: Daniel Sundin/Linus Larsson

Production Company: Follow Film
Director: Alex Zeeman

Music: Epidemic Sound


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