For Immediate Release
Glad continues to encourage Canadians to embrace Garbage Day!
— The perfect curb-side workout, courtesy of the Glad Strength Training Program–
TORONTO ON, February 20, 2019 – Today, the likeable “Garbage Man” from Glad returns to build on the concept of appreciation for all his loyal Canadian Facebook friends. The 60-second film, is reminiscent of an 80s-style workout, and is part three of the appreciation platform for Glad, following part one “Thank-you” and part two, “The Big Lift”.
For Glad, this program, like the others, focuses on appreciation and strength for the Glad bag. The film opens with, the garbage man dressed in his classic coveralls, jazzed up with a sweatband, legwarmers and runners. Pink neon lights and a retro soundtrack make this film a colourful flashback to the classic 80s-style aerobic video.
Glad encourages Canadians to have fun with garbage day. Why not squeeze in a weekly workout on the way to the curb? The Glad Strength Training Program is a full body experience, consisting of a series of unique exercises which demonstrates the strength of Glad garbage bags.
The challenge for GLAD has not changed: How do you get Canadians to notice your brand – and even justify paying a premium price for your products – when they’d rather keep you out of sight, smell and mind?
For GLAD, the answer is in demonstrating the strength of its products in an unexpected way – making people realize that their bags are strong enough to handle the really tough jobs. And they’re doing it in a way that stands out in a low-interest category. “Big Lift” and the GLAD ‘Strength Training Program’ continues GLAD’s focus on the category expert, who deals with garbage on a daily basis and appreciates bags that won’t fail– the trash collector.
“The Glad Strength Training Program” runs February 19 – March 1, 2019
View “Glad Strength training Program” :60s spot – https://youtu.be/Uvsm3BNxIuc
View “Thank You” – https://www.youtube.com/watch?v=dNLCE2rT9TI
View “Big Lift” — https://www.youtube.com/watch?v=-3Y-sXrCjzk
Client: Clorox Canada (Glad Canada)
Matt Kohler Vice President Marketing CLOROX CANADA
Anna Conte Sr. Lead, Global Insights
Ann Marie Cicuttini Category Team Lead / Marketing Manager GLAD
Luis Perez Martin Brand Manager
Ariane Friesen Sr. Lead Digital Marketing Manager/ Digital COE
Agency: FCB Canada
Tyler Turnbull Chief Executive Office
Jeff Hilts Chief Creative Officer
Nancy Crimi-Lamanna Chief Creative Officer
Noel Fenn Group Creative Director – Art Director
Matt Antonello Group Creative Director – Copywriter
Elma Karabegovic Art Director
Jessica Schnurr Copywriter
Stef Fabich VP, Integrated Production
Christine Michalejko Producer
Shelley Brown Chief Strategy Officer
Shelagh Hartford Sr. Strategist
Tracy Little VP Managing Director
Melissa Paulino Account Director
Adrian Bailon Project Manager
Scott Drucker Director, DP
Sarah Kravetz 1st AD/Line Producer
Wade Odlum Colourist @ Alter Ego
Izzy Ehrlich Editor @ Rooster
Taylor McWade Assistant Editor @ Rooster
Grayson Matthews Music
Media Agency – OMD Canada
Elaine Lindsay Group Director of Strategy
Trish Mallaci Associate Director of Strategy
Jump Start Communications
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