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Clorox/Glad: Big Lift
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No one likes to think about garbage. If garbage is on your mind, it probably means something went wrong, and you’ve got a huge mess on your hands. That’s the challenge for a brand like GLAD: How do you get Canadian consumers to like your brand – and even justify paying a premium price for your products – when they’d rather keep you out of sight, smell and mind? For GLAD and FCB, Canada, 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. And they’re doing it in a way that stands out for the CPG category. “Big Lift” 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. For its new campaign, GLAD brings back the garbage man first introduced in last year’s “Thank You” campaign, who demonstrates the benefits of GLAD products in unexpected ways. Directed by the quirky comedy duo The Perlorian Brothers, the campaign upends what has traditionally been a staid advertising category by introducing a bit of zany humour.
Chief Strategy Officer: Shelley Brown Related |
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