Let’s talk trash. Face it, trash bags are boring. They are made to hold our garbage, not our attention. In fact, we usually hide them — in a can, under the sink. But what if that perception changed?
What if people saw their trash bag as an affordable indulgence that is as unique as they are? Introducing Glad’s new ForceFlexPlus, Cherry Blossom scented bag. The trash bag for those that live the extra life.
To break through in a low involvement category, Glad and FCB created a campaign personifying the notion of being strong and fabulous: expressed through bold attire, empowered attitude and a fabulous setting.
Inspired by luxury fragrance brands and their glamorous worlds, we knew our Cherry Blossom Pink Trash Bag would fit right in.
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“Our goal is to add joy to otherwise mundane experiences,” said C.C. Ciafone, Director of Marketing, Glad. “So we wanted to create a trash bag experience for those that live the ‘extra’ life. The cast lit up the room, bringing beauty and power as a manifestation of the benefits Glad is introducing with our new product line.”
The campaign was devised from FCB’s proprietary Upstream Inclusion practice that launched in August.
“As an agency, we believe the best way to connect with people is to understand their shared values,” said Marc Wilson, EVP and Executive Director of Strategic Inclusion, FCB Chicago. “In this campaign, we used the notion of being “extra” as a way to culturally resonate with people across different demographics and sociographics who value self-expression and creativity.”
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