GLAD Gives a Reason to Smile About Garbage


By The Denver Egotist / /

No one likes to think about garbage. If garbage is on your mind, it probably means something went wrong, and you’ve got a mess on your hands. That’s the challenge for a brand like GLAD: How do you get consumers to like your brand — and even justify paying a premium price — when they’d rather keep you out of sight, smell and mind?

For GLAD, the answer is in demonstrating the strength of its products — making people realize that their bags are strong enough to handle the really tough jobs. This new campaign  continues GLAD’s focus on the category expert, who deals with garbage on a daily basis and appreciates bags that don’t break or leak: the trash collector. Agency: FCB Canada. Directors: The Perlorian Brothers.


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