Glad: Glad for change

GLAD, a bin bag brand, launched a campaign to reposition its brand in Canada and encourage consumers to compost and recycle waste more.

Campaign details

Brand: GladBrand owner: The Clorox CompanyEntrant company: FCB Canada, TorontoIdea creation: FCB TorontoMedia: Media Experts, TorontoMarket: CanadaSector: SundriesMedia channels: Online video, Point-of-purchase, in-store, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

Consumer packaged goods, and household supplies in particular, is a slow-moving category. Our bold, new, environmentally-focused direction for the GLAD brand brought it into the year 2020 in a relevant way, giving the brand something meaningful to tell consumers for the first time in a long time.

GLAD's...

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