-author-avatar_thumbnail.jpg){kind=avatar}
Food storage container brand Glad just launched a new campaign that leans into the mass appeal of nostalgic "Y2K" music videos.
Made with agency FCB Chicago, the company launched the "Scent Experience," its new initiative to spark joy in the category and get customers singing along.
The "Glad Girl Anthem" music video launched under the campaign takes visual queues from the early 2000s, with pop dancers donning colorful outfits, and busting out dance moves against a platform of flashing lights.
View this post on Instagram
Here, they swing around the three variations of Glad trashbags, including ForceFlex, Pine-Sol, Fresh Clean, and Gain.
"It's better than all good, it's all Glad," the four actresses sing, as the spot ends.
Tapping Into Millennials
The latest campaign aims to target the brand's millennial audience who grew up listening to '90s to early '00s pop groups like TLC and NSYNC.
Glad Studio Lead Carrie Rathod explained the idea behind the campaign as an effort to capture the essence of this generation, tapping into their collective nostalgia by putting together music, fashion, and scents that remind them of a specific period.
"Since this [aesthetic] prevailed when millennials were coming of age, and started to have a comeback late last year, the opportunity was ripe to tap into," Rathod added.
True enough, Glad is just among the many tapping into nostalgia marketing to leave a lasting impact on its customers.
In 2023, Walmart launched a campaign for the fans of the 2004 comedy film "Mean Girls," with some of its original cast returning for a star-studded spot.
"We know that millennials deal with a lot on the day-to-day, and at the end of it are broadly stressed and stretched in general [...] The ultimate goal of our work is to help spark joy in an otherwise mundane category (trash!) and get them singing with our work," Rathod concludes.
READ NEXT:
Heineken Launches Y2K-Inspired ‘The Boring Phone’ Campaign
-author-avatar_mobile.jpg){kind=avatar}
