With 6,800 stores, and over 50 million customers a week Tesco has a huge responsibility in educating it's customers.

This is about creating behaviour change on a mass scale. Instead of punishing people for forgetting to bring a bag, let's reward them for bringing them back.

By simply adding a simple change to the design, a barcode, we transform the bag into an ongoing discount, an incentive. Creating a regular, habit forming reward that actively changes behaviour.

EVERYONE. The existing eco motivation to re-use the bag is currently not strong enough. A financial incentive is universal - meaning you want to bring back the bag even if you are not eco aware.

We designed the UB to be a bag that everyone WANTS to carry

Initially trialled in 11 stores in early April 2018, the UB was rapidly expanded nationwide to all 56 stores.

The Fish, Turtle and Whale - were extended as campaign characters throughout the store on multiple POS materials - Posters, Aprons, Checkout Banners, scanner wraps.

At launch, an animated film, in our distinctive design style, helped launch the concept worldwide.

Sold for 50 cents, the bag has an unlimited rebate of 20 cents. So users only have to re-use three times to be actually making a profit from their positive behaviour.

The bags are made of recyclable material, replaced for free when worn out and recycled into new bags.

Trialled initally in 11 stores, the UB campaign was rapidly adopted nationwide to all 56 stores.

The bag instantly became the Best Selling re-usable bag in all stores.

On average, 5% of Tesco customers re-use their bag.

In the first month 68% of customers re-used their UB - making it 14x more effective in reducing single-use bags.

At current rate - UB will have prevented over 5 million single use bags.

PR Coverage for the launch spread instantly to over 70 countries helping Tesco's sustainability reputation worldwide.

Internally the creative idea has been presented at Global board level - with UK, Thailand and India specifically requesting design and implementation plans.

The Turtle, Fish and Whale characters are now an integral part of the Tesco Malaysia school programme - also used in colouring books and puzzles to educate.

Tesco is the 3rd largest retailer in the world.

Every week, Millions of customers use a bag to carry away their groceries.

In Malaysia, right now, only 5% of them re-use their bags. Billions of bags - used just once, then thrown away.

For Tesco's to maintain their responsible relationship with customers, they have to create a more sustainable dynamic.

The environmental argument alone is not enough. The Unforgettable Bag helps create a positive behaviour change for Tesco's millions of customers - even if they don't care about the environment.

Re-usable bags have been around for years, but not enough people are using them. They are too easy to forget because there isn't a compelling enough reason to remember.

Our real target was the massive majority of customers for whom the ecological argument is just not working

A BAG EVERYONE WANTS TO REMEMBER

Financial: Its an endless voucher. A financial incentive that helps breed repetitive behaviour, even if you don't care about the sea - you profit from re-use.

Design: A pattern, lot a logo. A cute animal, not bold claim. Made to be fashionable and attractive to carry.

Eco: The fish, whale, turtle create a psychological link to the impact of re-use.

Priced at 50cents - the lowest price point of any re-usable bag

CTA: Re-use this bag. Saves You Money. Saves Our Ocean

SITUATION

Malaysians use on average 300 plastic bags per year, 9 billion bags a year, the vast majority are single use.

Tesco Malaysia halved the number of single-use plastic bags given between 2011 and 2017, but the rate of reduction is not fast enough. Other Tesco's, like the UK, have already banned single-use, but Malaysian education and attitudes to the environment lag behind.

BRIEF

Accelerate the reduction in single use bags and help position Tesco as a leading sustainability champion and help build the path to total ban by 2020.

OBJECTIVE

Encourage customers to bring back the bags for every time they shop.

Educate customers on the impact of plastic bags

Help to significantly change long-term behaviour to allow for the eventual phasing out of single use bags