• by Fern Siegel , March 8, 2022

Changing the perception of household products isn’t easy.

The campaign for Glad’s new ForceFlexPlus is trying, adding an interesting twist: a cherry-blossom-scented bag that makes a statement. Fragrance isn’t just for perfumes. This brand wants to be fabulous.

Created by FCB’s proprietary Upstream Inclusion practice, the new work positions trash bags as something more: an affordable indulgence.

The new campaign runs throughout the year across television, social and digital placements. The product has already received some fun organic interaction on TikTok.

The 30-second spot, which pushes themes of strength, desire and rip-guard technology, defines pretty in pink.

“Our goal is to add joy to otherwise mundane experiences,” said C.C. Ciafone, director of marketing, Glad. “We wanted to create a trash bag experience for those that live the ‘extra’ life.”

That “extra” is positioned within a cultural shift.

Marc Wilson, EVP-executive director of strategic inclusion, FCB Chicago, told Agency Daily: “While the term “extra” has been circulating for years, it is having a heightened positive moment in culture. Future generations are challenging society to break free from suffocating norms, encouraging each person, regardless of their identity, to unapologetically be themselves, often visibly expressed through over-the-top, creative design choices that drive self-expression."

Upstream Inclusion helps businesses reframe how to address consumers, showcasing into their values and behaviors to drive business results. While Wilson leads the Upstream practice, FCB uses this approach with clients including GE Appliances, Kimberly-Clark and Clorox.

The Glad brand is owned by The Clorox Company.