Glad Case study THE GLAD TENT by Alma Miami

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THE GLAD TENT

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Industry Washing powders & Detergents
Media Case study
Market United States
Agency Alma Miami
Director Jorge Colon Letca Films
Associate Creative Director David Alvarez Rizo
Art Director David Alvarez Rizo
Copywriter Juan Cruz Vassallo, David Santana Robaina, Enrique Beltra
Production Letca Films
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Small Scale Special Solutions Silver
Promo and Activation Lions Product & Service; Fast Moving Consumer Goods (not including food) Silver

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods (not including food)
Advertiser: CLOROX COMPANY
Product/Service: GLAD FORCEFLEX
Agency: ALMA DDB Miami, USA
Chief Creative Officer: Luis Miguel Messianu (Alma DDB)
Senior Vice President/Executive Creative Director: Diego Yurkievich (Alma DDB)
Vice President/Group Creative Director: Hernan Cerdeiro (Alma DDB)
Associate Creative Director: David Alvarez Rizo (Alma DDB)
Associate Creative Director: Juan Cruz Vassallo (Alma DDB)
Art Director: David Alvarez Rizo (Alma DDB)
Copywriter: Juan Cruz Vassallo (Alma DDB)
Copywriter: David Santana Robaina (Alma DDB)
Copywriter: Enrique Beltra (Alma DDB)
Executive Producer: Rodrigo Vargas (Alma DDB)
Associate Producer: Alberto Farinas (Alma DDB)
Industrial Designer: Jonatan Baños ()
Strategic Insights Director: Virgina Reyes (Alma DDB)
Group Account Director: Maria Carolina Reimpell (Alma DDB)
Director: Jorge Colon (Letca Films)
Music Company: (Animal Music)
Describe the brief from the client
As a brand that promises a stronger stand against waste, we were already innovating around 2 of the 3 R’s: Reduce (by using less plastic in our bags) and Recycle (by supporting recycling programs and creating specialized products.) But the question remained: how could we apply the 3rd R (Reuse) to our own bags?
Additionally, although the kitchen is usually our domain and women (homemakers) are our target, we wanted to go broader (waste happens everywhere!) and younger (connect with consumers before and as they enter the category).
We wanted people to connect with Glad beyond trash.
Promotion Development
We came up with an idea that would help our brand and our target take the fight against waste from the kitchen to the (outside) world, applying the “Reuse” principle to our product and building a relevant connection with Millennials.
Enter the Glad Tent: a product intended to be used as a tent during Music Festivals (where people camp for days), and as a bag, at the end of the Festival, to dispose of people’s trash. This way Glad would make the stand against waste –even when people are just thinking of having fun– easier and cooler.
Results
As a result, we made the camping experience a greener one by helping fans leave the campsite as they found it: clean.
Relevancy to Product/Service
Finally, the brand had a way to apply the 'Reuse' principle to their own product in a way that would be relevant and interesting to consumers. With this idea, not only would Glad live up to their brand DNA, but it would establish a meaningful relationship with a target that, otherwise, would not even think about the brand, much less feel a connection to it.
The Glad Tent is a breakthrough product that caused awe and excitement among consumers and elevated Glad perceptions from simple trash bag to an innovative and relatable brand.