Back Market CEO Stakes Mother's Life on Quality Guarantee
Refurbished tech marketplace Back Market launches a new global campaign where CEO Thibaud Hug de Larauze promises his mother's life on the company's quality assurances.
Back Market, a global marketplace for refurbished technology, has launched a new global campaign where Founder & CEO Thibaud Hug de Larauze is placing the highest possible collateral behind the company's quality promise: his mother's life.
The campaign's film features Hug de Larauze committing to Back Market's assurance that all refurbished phones sold on the platform meet the highest standards for customers. He "swears on his mom's life" that the company will deliver on this promise, with his mother, Valerie, present to back the claim.
The campaign aims to address the primary barrier to refurbished tech adoption: trust. Despite growing awareness of e-waste and overconsumption, many consumers still opt for new devices, assuming refurbished means compromised quality.
"We wanted to make our quality promise impossible to doubt. So we picked the highest stakes a person can offer. If people remember one thing about Back Market after this, it should be that we don't make this promise lightly," said Thibaud Hug de Larauze. Back Market states that every device undergoes a rigorous multi-point inspection, includes a 30-day return policy, and a 12-month warranty, reporting a defect-free delivery rate of over 96% for its 38 million devices sold.