Glad and FCB Chicago have launched a new campaign celebrating iconic ’90s era symbols through their newest product, the Scent Experience Trash Bags. These trash bags aim to offer more than just odor control; they are designed to evoke cherished Y2K childhood memories for Millennials with fragrances reminiscent of Pine Sol, Gain, and Febreze.
Glad’s campaign strategically intends to drive a nostalgic journey back to the Y2K era. It features creative retro video editing techniques, color-coordinated fashions, and catchy tunes, promising to transport consumers back to the early 2000s with every scent.
The campaign’s creative elements integrate iconic ’90s symbols such as butterfly clips, velour sweatsuits, and the thrill of downloading your favorite track from your browser. The soundtrack includes lyrics like “Glad Strength with scents that take you back!” This fusion creates an immersive sensory experience that resonates deeply with the memory structures of Millennials. Watch below:
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Carrie Rathod, Glad studio lead, commented, “This campaign is about capturing the essence of the millennial generation. Our creative approach masterfully taps into their collective nostalgia by intertwining music, fashion, and scents that represent a time they remember fondly.”
The Scent Experience Campaign includes four 15-second spots, four six-second spots, and multiple social videos showcased on various platforms. These include TV (national), print, digital, social, mobile, radio, OOH (out-of-home), in-store, and CRM (customer relationship management).
CREDITS:
Brand: GLAD
- Marketing: Jon Schlesinger
- Marketing Director: Carrie Rathod
- Product Director: Boris Nurko
- Business Manager: Denise Wright
- Marketing Director: Greg Caulfield
- Associate: Pam Griffin, Angie Block
- Brand Manager: Lia Dawley
- Marketing Manager: Jess Kaplan
- Executive Creative Director: Justin Enderstein
- Creative Directors: Bryant Prince, Miles Jappa
- Art Directors: Alanna Quinlan, Christina Fields
- Associate Creative Director: Jessica Farac
- Copywriter: Andrea Lattanzio
- Account Directors: Cary Pierce
- Managing Directors: Kadi Jacobs, Sara Grimes
- Account Executives: Peter Madden, Janell Alexander
- Executive Producer: Ximena Aguirre
- Producer: Camila Hummel-Major
- Strategy Directors: Jori Evans, Yisha Zhang
- Analysts: Corey Lucero, Alexa Charles
