Glad: Stronger stand against waste

Glad, a US manufacturer of plastic-based kitchen waste and trash bags, wanted to introduce its latest innovation of strong, lower-plastic products with a sustainability proposition that encouraged people to produce less waste in general.

Glad: Stronger stand against waste

DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau

In the United States we have gone from a culture of conspicuous consumption to one that increasingly values resourcefulness. We have learned to hate waste, whether it's money, time, or trash. In our qualitative discussions, we discovered that virtually every consumer we spoke with was trying to make smart choices that created less waste in their lives.

Glad's product improvement was taking the lead by developing bags that would waste less (6.5% less plastic) while being even stronger than before. And while we...

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