1. Glad revives 'Don't Get Mad. Get Glad.' campaign featuring Oscar the Grouch. 2. The campaign aims to redefine trash management with humor and creativity. 3. Limited-edition Oscar-themed products will be released alongside the campaign. 4. Campaign will run on multiple social media platforms for wider reach. 5. Glad is part of The Clorox Company, impacting CLX's brand portfolio.
FAQ
Why Bullish?
The campaign could enhance brand visibility and sales, similar to past successful efforts.
How important is it?
Campaign aligns with marketing strategies that typically boost sales and market perception.
Why Short Term?
Immediate sales increase expected from the campaign's promotional activities leading up to spring cleaning.
Glad Launches Exciting New Campaign Featuring Oscar the Grouch
Glad, recognized as the nation's premier brand of trash bags and food wraps, has unveiled its newest initiative under the banner “Don’t Get Mad. Get Glad.” This campaign signals a refreshing twist: it stars the beloved Oscar the Grouch instead of a human celebrity, as he celebrates the beauty of trash in a musical parody of his classic hit, "I Love Trash." This innovative ad campaign coincides with the launch of Sesame Street's latest season, now available on Netflix and PBS KIDS.
Why Oscar the Grouch?
This campaign aims to shift perceptions around trash, and who better to assist in this endeavor than Oscar the Grouch? Kellie Li, Marketing Director at Glad, emphasizes this point, stating, "No one feels more strongly about trash than Oscar the Grouch, so we knew we had to reach out to Sesame Street for the relaunch of 'Don't Get Mad. Get Glad.' Our intention behind this campaign is to show that trash doesn't have to be associated with a feeling of ick, avoidance, or grouchiness; thanks to Glad trash bags, taking out the trash doesn't have to be a chore."
Campaign Details: A Musical Journey
The centerpiece of this campaign is a musical number that has been skillfully directed by award-winning filmmakers Will Speck and Josh Gordon. The performance opens with Oscar being his familiar grouchy self, while people around him are indifferent to the trash. However, the mood shifts as the scene evolves into a lively remix of "I Love Trash," where Oscar is joined in song by others who share his passion for garbage. Through storytelling, the campaign illustrates how Glad products help prevent common trash problems such as rips, smells, and leaks.
As Jennifer Ahearn, Senior Vice President of Global Strategic Partnerships at Sesame Workshop mentions, "If there's one thing anyone who has ever watched Sesame Street knows, it's that Oscar the Grouch loves trash." Ahearn expresses excitement about the collaboration, affirming the legacy of both Oscar and Glad’s iconic campaign.
A Nostalgic Yet Fresh Approach
The tagline "Don't Get Mad. Get Glad." is familiar to many, as this campaign originally debuted in 1987, featuring various celebrities expressing frustration over their subpar trash and food storage options. Over decades, this campaign has maintained relevance much like its counterpart, Sesame Street.
As part of the campaign, Glad has also introduced limited-edition Oscar-inspired trash bag totes. Fans can look forward to a special giveaway in December for a unique green Oscar-fur-covered bag, continuing the playful spirit associated with Oscar. To stay updated, consumers can follow Glad on Instagram and TikTok (@gladproducts).
For those who miss the giveaway, Glad will be releasing the special edition Glad ForceFlex with Gain bags in Oscar the Grouch-branded boxes available at Walmart starting in April, just in time for spring cleaning.
Where to Watch the Campaign
The “Don’t Get Mad. Get Glad.” campaign will be showcased across various platforms, including TikTok, Instagram, Facebook, and Reddit (in Canada). The campaign will be composed of long-form content as well as 15 and 30-second cutdowns, ensuring broad engagement with fans. Featured products in this campaign include:
- Glad ForceFlex with Gain
- Glad Cherry Blossom
About Glad and Its Parent Company
The Glad Products Company is distinguished for its innovation in household waste management, providing a range of kitchen and outdoor trash bags, as well as food protection products. Glad is part of the Clorox Company, which is publicly traded on the NYSE under the symbol CLX. For further information about their offerings, visit Glad.com.
About Sesame Workshop
Sesame Workshop has been a pioneer in educational media for over 50 years, creating enriching experiences for children and families across more than 190 countries. Through their beloved characters and shows, they foster joyful learning that supports children's development, making their mission integral to empowering future generations.