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PHILIPS | REFURB (Better Than New) | 2024

The decision to stop selling "new" won a Grand Prix / PHILIPS "REFURB"

Stop selling new products, and sell only repaired ones instead. That's the decision Philips made, and it won a Grand Prix at Cannes Lions. This isn't a story about a clever ad idea — it's about changing the way a company actually sells things.