Rebooting a classic to connect with today’s consumer
By Kellie Li, Director – Marketing and Innovation and Ericka Santos, Brand Experience Lead – Marketing
Glad is making a mess — in the best way possible — by bringing back its iconic “Don’t Get Mad. Get Glad” campaign, leaning into its brand purpose of bringing unquestioned dependability to an unpredictable world while reimagining a classic message for today’s consumer.
The reboot blends nostalgia with innovation, helping Glad stand out in a crowded category. It’s a strategic move that reinforces brand relevance and emotional connection at a time when consumers are juggling more than ever.
Understanding the consumer
Today’s consumers don’t want to think about trash or food storage. They just want it to work. When those products fail, consumers often blame the person who they think created the failure instead of blaming the bag. Glad acted on this consumer insight to reframe the story and make the bag the hero that’s dependably designed to remove chances of failure, providing confidence, calm, and control in the moments that matter.
How the campaign comes to life
The campaign highlights real-life moments where frustration turns into relief, thanks to the reliability of Glad products.
- Focuses on kitchen messes to party cleanups, proving that Glad is stress-tested, kid-tested, and life-tested.
- Launched Nov. 3, airing across premium connected TV platforms including Disney, Paramount, and Prime Video to ensure broad reach and high visibility.
- Includes high-impact digital placements designed to meet consumers where they are:
Taking over TikTok with a Top View placement, putting the brand front and center the moment users open the app.
Facebook and Instagram activations include high-reach and premium storytelling placements that will make it impossible to scroll past.
Further support in retail media will bring the campaign closer to purchase.
What’s next
- Real-life moments spotlighted through organic influencer collaborations and content where Glad delivers calm amid chaos.
- A high-impact celebrity influencer making an appearance soon!
The campaign reimagines a beloved brand moment while innovating consumer experiences and fueling growth — delivering on our IGNITE strategy by driving relevance and strengthening brand equity.
