{"id":1782901,"date":"2025-11-07T15:01:11","date_gmt":"2025-11-07T23:01:11","guid":{"rendered":"https:\/\/www.thecloroxcompany.com\/?p=1782901"},"modified":"2025-11-07T15:01:12","modified_gmt":"2025-11-07T23:01:12","slug":"rebooting-a-classic-to-connect-with-todays-consumer","status":"publish","type":"post","link":"https:\/\/www.thecloroxcompany.com\/blog\/rebooting-a-classic-to-connect-with-todays-consumer\/","title":{"rendered":"Rebooting a classic to connect with today\u2019s consumer"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"500\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/11\/Glad-DGMGG_TCC-Blog-H.png\" alt=\"\" class=\"wp-image-1782942\"\/><\/figure><\/div>\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>By Kellie Li, Director \u2013 Marketing and Innovation and Ericka Santos, Brand Experience Lead \u2013 Marketing<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Glad is making a mess \u2014 in the best way possible \u2014 by bringing back its iconic \u201cDon\u2019t Get Mad. Get Glad\u201d campaign, leaning into its brand purpose of bringing unquestioned dependability to an unpredictable world while reimagining a classic message for today\u2019s consumer.<br><br>The reboot blends nostalgia with innovation, helping Glad stand out in a crowded category. It\u2019s a strategic move that reinforces brand relevance and emotional connection at a time when consumers are juggling more than ever.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h4 class=\"wp-block-heading\">Understanding the consumer<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Today\u2019s consumers don\u2019t 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 <em>think<\/em> 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\u2019s dependably designed to remove chances of failure, providing confidence, calm, and control in the moments that matter.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-video\"><video controls poster=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-1.03.42-PM.png\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/11\/25FCB1528_Glad_Trash_Equity_AllByHimself_OLV_15-1.mp4\"><\/video><\/figure>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h4 class=\"wp-block-heading\">How the campaign comes to life<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>The campaign highlights real-life moments where frustration turns into relief, thanks to the reliability of Glad products.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-ad2f72ca wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"472\" height=\"621\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/11\/IMG-1-1.png\" alt=\"\" class=\"wp-image-1782935\" style=\"width:160px;height:auto\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Focuses on kitchen messes to party cleanups, proving that Glad is stress-tested, kid-tested, and life-tested.<\/li>\n\n\n\n<li>Launched Nov. 3, airing across premium connected TV platforms including Disney, Paramount, and Prime Video to ensure broad reach and high visibility.<\/li>\n\n\n\n<li>Includes high-impact digital placements designed to meet consumers where they are:<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Taking over TikTok with a Top View placement, putting the brand front and center the moment users open the app.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Facebook and Instagram activations include high-reach and premium storytelling placements that will make it impossible to scroll past.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Further support in retail media will bring the campaign closer to purchase.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-video\"><video controls poster=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-06-at-1.04.04-PM.png\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/11\/25FCB1529_Glad_Trash_Equity_LastBagTested_OLV_15.mp4\"><\/video><\/figure>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\">What\u2019s next<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<ul class=\"wp-block-list\">\n<li>Real-life moments spotlighted through organic influencer collaborations and content where Glad delivers calm amid chaos.<\/li>\n\n\n\n<li>A high-impact celebrity influencer making an appearance soon!&nbsp;<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p>The campaign reimagines a beloved brand moment while innovating consumer experiences and fueling growth \u2014 delivering on our IGNITE strategy by driving relevance and strengthening brand equity.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1366\" height=\"86\" src=\"https:\/\/www.thecloroxcompany.com\/wp-content\/uploads\/2025\/10\/The-Well-Weekly_Div-1.png\" alt=\"\" class=\"wp-image-1782341\"\/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>By Kellie Li, Director \u2013 Marketing and Innovation and Ericka Santos, Brand Experience Lead \u2013 Marketing Glad is making a mess \u2014 in the best way possible \u2014 by bringing back its iconic \u201cDon\u2019t Get Mad. Get Glad\u201d campaign, leaning into its brand purpose of bringing unquestioned dependability to an unpredictable world while reimagining a [&hellip;]<\/p>\n","protected":false},"author":119,"featured_media":1782905,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"footnotes":""},"categories":[749],"tags":[1081,980,847],"class_list":["post-1782901","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","tag-brands","tag-glad","tag-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts\/1782901","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/users\/119"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/comments?post=1782901"}],"version-history":[{"count":27,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts\/1782901\/revisions"}],"predecessor-version":[{"id":1783005,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/posts\/1782901\/revisions\/1783005"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/media\/1782905"}],"wp:attachment":[{"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/media?parent=1782901"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/categories?post=1782901"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thecloroxcompany.com\/wp-json\/wp\/v2\/tags?post=1782901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}