• Ad Age, Tuesday, February 6, 2007 12 PM

Advertising for Glad trash bags on New York City garbage trucks--billing the brand as "New York City tough"--were responsible for boosting the brands market share by two points in December.

Glad Products Co., an 80-20 joint venture between Clorox Co. and Procter & Gamble Co., first put ads on the sanitation vehicles last Thanksgiving through a partnership with the nonprofit group Keep America Beautiful. The campaign came to an end Jan. 31.

The New York City Department of Sanitation reports that it is fielding calls from other advertisers--including two entertainment marketers and another marketer of cleaning products--that are interested in taking Glad's place on the city's 2,000 garbage trucks and 450 street sweepers.

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