The Glad Tent
The Clorox Company
Issue 28 | September 2013
Agency
Alma
Creative Team
Chief Creative Officer: Luis Miguel Messianu Senior VP Executive Creative: Diego Yurkievich VP Group Creative Director: Heman Cerdeiro Associate Creative Directors: David Alvarez Rizo, Juan Cruz Vassallo Art Director: David Alvarez Rizo Copywriters: Juan Cruz Vassallo, Enrique Beltran, David Santana Robaina
Production Team
Executive Producer: Rodrigo Vargas Associate Producer: Alberto Farinas
Other Credits
Strategic Insights Director: Virginia Reyes Group Account Director: Maria Carolina Reimpell Industrial Designer: Jonatan Banos Director: Jorge Colon Editor: Pablo Piriz, Upstairs Efx Music Company: Animal Music
Date
March 2013
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).
Idea
So they came up with an idea that would help the brand and their target take the fight against waste from the kitchen to the (outside) world, applying the "Reuse" principle to their product and building a relevant connection with Millennials.
And so The Glad Tent was born, a product intended to be used as a tent during Music Festivals (where people camp for days), and as a bag, at the end of the Festival, to dispose of people's trash. This way Glad would make the stand against waste – even when people are just thinking of having fun – easier and cooler.
Results
As a results festival attendees left the campsite as they found it: CLEAN.