Glad thinking pink to embrace pop-culture moment
By Pam Griffin and Angie Block, Marketing
Think trash can’t be cool? Well, this summer, pink is HOT, and we’re here for it!
To drive trial and awareness of our Glad ForceFlex MaxStrength Cherry Blossom Trash Bags featuring 25% more durability*, we’re inserting ourselves into the latest iconic pop-culture moment centered on all things PINK — just like our Glad trash bags.
And if you know your reality TV, you know there’s no one better to partner with on this campaign than the “it” girl star of Bravo’s “Vanderpump Rules,” Ariana Madix.
Ariana recently demonstrated the strength of our Glad ForceFlex MaxStrength Cherry Blossom Trash Bags at her new Los Angeles restaurant and then posted about it on her social. Through this campaign, we hope to introduce a whole new audience to our fabulous (and did we say PINK?) bags.
So far consumers are tickled … PINK! Check out what some of them had to say on our Glad Instagram page.
To continue the conversation and further insert Glad into culturally relevant conversations, we’ve refreshed partnerships and partnered with “pinkfluencers” who are turning their driveways into runways using our pink bags as the “it” summer accessory to make the most mundane of chores more joyful all while showcasing its strength, among other activities. Look for those later this month!
While pink may be having a moment, we were pink before pink was cool. So we’re bringing back our original TV ads for Glad ForceFlex Plus Cherry Blossom Trash Bags for a short four-week window. You’ll see them on TV as well as on our owned and operated channels, including glad.com, email and social — proving that pink is, indeed, everywhere.
*Compared to Glad 13-gallon ForceFlex trash bag.