GLAD TO BE GREEN

THIS IS MORE THAN JUST A BIN LINER

The New Glad to be Green Bin Liners are made from 50% Ocean Bound Plastic in partnership with the global plastic recycling company OceanWorks. They were not only bin liners that helped get rid of your household rubbish but they also helped prevent rubbish from entering the ocean. The creative idea was backed up by a graphic representation of how much plastic each roll of garbage bags prevented from entering our oceans. The campaign was launched with a 30’ TVC and followed by OOH, Digital and Social assets as well as Instore POS.

GLAD TO BE GREEN COMPOSTABLE BAKE PAPER

With the continued goal to be more environmentally friendly Glad continues to develop better products that align with their purpose to put an end to irresponsible waste. By removing the chlorine and bleach in the New Glad to be Green Compostable Bake Paper, it can be safely returned to the earth and instead of thrown in the bin, it can go straight into the compost. It was this insight that gave rise to our idea and the line “To change the end we need to rethink the beginning.” In the creative execution we bring that idea to life by showing the moments of food preparation in reverse highlighting the point of our idea. A fully integrated campaign followed with regional TV, digital online films, OOH, In-store POS and social media all underpinned with the hashtag #ChangeTheOutcome to help drive the ongoing two way conversation with our customers.

GLAD

OUR STRENGTH WON’T LET YOU DOWN

Nothing is more frustrating than a product failing at the moment you need it work the most. Leaking reseal bags that allow the contents to spill inside your fridge or freezer is a well-known grudge amongst our core target consumers. The benefit of products that work as well as they say they do is that you can truly put their quality to the test. An in camera demonstration in the most unlikely of scenarios helped us visually show how strong the Double Lock Seal is on the Glad Reseal Bags.

OUR TIGHT CLING seal WON’T LET YOU DOWN

The better the seal, the fresher your food stays. A tight seal stops air from getting to the food reducing its shelf life and keeping food fresher for longer. It also prevents spills and leaks. To prove that Glad’s Cling Wrap quality is the best, we put it to the test and took it out of the kitchen… well, because everyone knows what cling on a salad looks like. So, we imagined the ultimate torture test for cling wrap – Water. Proving that Glad’s Cling Wrap clings tight and seals right.

Should’ve used GLAD. THE CAMPAIGN THAT DID NOT MAKE IT.

There are so many times that people use products they have bought to do one job and are let down by mechanical and design fails. GLAD is known for its quality products. The aim of these ideas is to educate through entertainment and convince consumers that they should be happy to pay more for our products. Why? Because unlike our competitors, GLAD products won’t let them down when they need them to simply work as they have been designed and advertised to do.

So, we tell them just that. They should have used Glad.

I have used the hyperbole of movies, the surprise and the entertainment level they provide to highlight the negative. These situations still live in reality but with an added element of exaggeration. Do these scenarios happen every day? Maybe not, but they could.