Glad takes millennials back to Y2K

Glad’s newest Scent Experience Trash Bags evoke some of the fondest memories in Millennial’s minds. 

Offering more than just odour control, these bags are designed to recall the cherished memories of Millennials' Y2K childhoods with iconic fragrances reminiscent of Pine Sol, Gain, and Febreze, providing a nostalgic journey through scent.

Glad’s new campaign from FCB Chicago goes beyond the scent with a strategic intention to drive a nostalgic journey back to the Y2K era. From creative retro video editing techniques to colour-coordinated fashions and catchy tunes, our campaign promises to whisk consumers back to the early 2000s, with Glad trash bag scents that will take you back.

The creative of the Scent Experience Campaign integrates iconic 90’s era symbols such as butterfly clips, velour sweatsuits, and the thrill of downloading your favorite track from your browser. The campaign integrates the vibe throughout our soundtrack with lyrics like “Glad Strength with scents that take you back!”. The fusion of these elements paired with the scent of the Glad Trash bags creates an immersive sensory experience that resonates deeply with the memory structures of Millennials.

The Scent Experience Campaign includes four 15-second spots, four six-second spots and multiple social videos showcased on various platforms, including TV (national), Print, Digital, Social, Mobile, Radio, OOH, In-store, and CRM.

Carrie Rathod, Glad Studio Leader said: “This campaign is about capturing the essence of the millennial generation. Our creative approach masterfully taps into their collective nostalgia by intertwining music, fashion and scents that represent a time they remember fondly”.