The Glad Tent

Background

Glad has always been a brand that promises a stronger stand against waste, they were already innovating around 2 of the 3 R's: Reduce (by utilizing less plastic in their bags¬) and Recycle (by supporting recycling programs, like Keep America Beautiful and creating specialized products). But the question remained: how could they apply the 3rd R (Reuse) to their bags?

Additionally, although the kitchen is usually their domain and Women (homemakers) are their target, they wanted to go broader (waste happens everywhere!) and younger (connect with consumers before and as they enter the category).