Glad® and T-Boz Bring `90s Nostalgia to the Household Cleaning Experience

Rhea-AI Summary

Glad, a leading household waste solutions brand, has partnered with T-Boz from TLC to promote its new Glad ForceFlex Scented Trash Bags campaign. The collaboration focuses on 'scent-stalgia', highlighting how scents can evoke nostalgic memories. The campaign features the 'Glad Girl Group', showcasing '90s-inspired dance moves and fashion to make cleaning more enjoyable.

T-Boz has joined TikTok to support the partnership. From July 22 to August 7, consumers can participate in a sweepstakes for a chance to win a trip to see TLC and Shaggy in concert, along with custom merchandise. The campaign aims to connect with consumers through the power of scent and '90s nostalgia, leveraging T-Boz's iconic status and choreography skills.

Positive

• Partnership with '90s icon T-Boz may increase brand visibility and appeal
• New marketing campaign could potentially boost sales of Glad ForceFlex Scented Trash Bags
• Social media engagement through TikTok and Instagram may attract younger consumers

Negative

• None.

The founding TLC member teams up with the fragrance-forward brand to celebrate scents that take you back

OAKLAND, Calif., July 22, 2024 /PRNewswire/ -- Glad, the nation's leading household waste solutions brand, is partnering with Tionne Watkins, better known as T-Boz from the iconic `90s girl group TLC, to spotlight the unique connection between scent and nostalgia, elevating its new campaign for Glad ForceFlex Scented Trash Bags. The new campaign features `90s-era fashion and dance moves via the Glad Girl Group, a troupe of strong, high-energy women who bring playful, choreographed dance moves to spark joy within everyday cleaning chores.

At its core, the campaign celebrates "scent-stalgia," the feeling we get when familiar scents transport us back in time. Scents such as Pine-Sol, the newest fragrance in the Glad ForceFlex Scented Trash Bag lineup, which evokes memories of Grandma's house with the crisp, classic pine notes.

"Scent absolutely rules my world," said Tionne "T-Boz" Watkins. "Scent, much like music, has the power to take us back; one scent, one song—and specific memories are instantly unlocked. There's power and truth in 'scent-stalgia,' and I'm thrilled to collaborate with Glad to playfully take people back to the `90s."

It's this shared force between scent and music, combined with a desire to further connect to `90s-era iconography, that led Glad to partner with T-Boz. TLC is largely recognized as creating the blueprint for girl-group style and female empowerment during that era, inspiration Glad applied to the Glad Girl Group.  

"TLC is `90s royalty," said Carrie Rathod, Glad's head of marketing. "T-Boz has choreographed many of TLC's most memorable dances, and so we knew she could bring style and creativity to what we at Glad playfully call 'bag-ography.' We often hear from our consumers that the scents of our bags are connected to special memories for them. What better way to go back in time than through the joy of dance brought to life by her iconic talent?"

In honor of the partnership, T-Boz has joined TikTok, the place where dance routines are replicated and celebrated, to further share the fun. From July 22 to August 7, consumers can follow @gladproducts on TikTok or Instagram and comment on the collaboration post between Glad and T-Boz using #GladSweepstakes and tagging a friend for a chance to win an all-expenses-paid trip for two to see TLC and Shaggy outside of Chicago on August 31, 2024, and to receive custom merchandise curated by T-Boz.

Learn more at Glad.com/ScentsThatTakeYouBack/, follow @gladproducts on Instagram, TikTok, Facebook, YouTube, and Pinterest, and search for #ScentsThatTakeYouBack.

About Glad
The Glad Products Company, the nation's leading household waste solutions company, specializes in kitchen and outdoor trash bags and food protection products. By providing innovative and trusted solutions, Glad exists to outsmart waste to make people and the planet happier. Glad is a member of The Clorox Company (NYSE: CLX) family of brands. For more information, go to Glad.com. CLX-B.

Media Contacts:

Angie Block
angie.block1@clorox.com

Kayla Gorski
kayla.gorski@mullenlowe.com

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SOURCE Glad

FAQ

What is Glad's new marketing campaign featuring T-Boz about?

Glad's new campaign with T-Boz promotes Glad ForceFlex Scented Trash Bags, focusing on 'scent-stalgia' - how scents can evoke nostalgic memories, particularly from the '90s era.

How can consumers participate in Glad's sweepstakes with T-Boz?

From July 22 to August 7, 2024, consumers can follow @gladproducts on TikTok or Instagram, comment on the T-Boz collaboration post using #GladSweepstakes, and tag a friend for a chance to win a trip to see TLC and Shaggy in concert.

What is the 'Glad Girl Group' featured in Glad's new campaign?

The 'Glad Girl Group' is a troupe of energetic women who perform choreographed dance moves inspired by '90s fashion and style, aiming to make cleaning chores more enjoyable in Glad's new marketing campaign.

How is Glad (CLX) incorporating '90s nostalgia into its product marketing?

Glad (CLX) is incorporating '90s nostalgia by partnering with T-Boz from TLC, featuring '90s-inspired dance moves and fashion, and promoting scents like Pine-Sol in their Glad ForceFlex Scented Trash Bags that evoke memories from that era.