In November 2009 Brämhults created their own container deposit system: If customers upcycle the empty bottles into something useful instead of throwing them away, they receive a new bottle of juice for free.To show the possibilities with the new container deposit system, Brämhults presented three suggestions on upcycling the bottles: a flower watering can, a fully functional balloon pump and a juice press so you can squeeze juice yourself. The uploaded customer generated films are collected on in a separate YouTube channel, which gradually grows.

This corporate website has allowed for diverse ideas that both surprise the constantly returning visitors and spread to places online where people already are, while at the same time telling you the same thing over and over again: that Brämhults juice expires within 18 days, while other juices have a shelf life of up to one year.By working solely with own and earned media, rewarding loyal fans and trusting them to spread the word, Brämhults has gone from a juice company in the middle of nowhere to a vivid online brand, pioneering the way that corporate websites are used.