Leading household waste solutions brand Glad has just teamed up with Tionne Watkins a.k.a. T-Boz, a member of the iconic '90s girl group TLC to support its current campaign.
Created by FCB Chicago and produced by Landia, "Scents That Take You Back" focuses on "scent-stalgia," those moments when familiar smells evoke specific memories.
According to Glad's head of marketing, Carrie Rathod, the campaign leverages her status as '90s royalty and the choreographer for many of TLC's dances.
"Scent absolutely rules my world. Scent, much like music, has the power to take us back; one scent, one song—and specific memories are instantly unlocked. There's power and truth in 'scent-stalgia,' and I'm thrilled to collaborate with Glad to playfully take people back to the '90s," T-Boz said in a press release.
View this post on Instagram
T-Boz first appeared in a video launched by the brand on July 22, where she performed a dance created by celebrity choreographer Sean Bankhead.
The partnership also prompted T-Boz to join TikTok, which is well-known for the many dance routines posted on the platform.
Nostalgia marketing has proved to be highly effective over the last few years.
By tapping into emotions and fond memories about the past and combining them with the inherently emotional value of smell, Glad doubles down on the experiential factor of its products to create bonds with customers.
Nostalgia Smells Good
A few days before the launch, Glad hosted a private event at the Forward Space dance studio in New York, where T-Boz taught the routine to fans and influencers.
At the event, she was also seen posing with Glad-inspired merch that references TLC's hit single, "No Scrubs."
Beginning July 22, customers can also participate in a contest by following the brand on social media and commenting on a collaborative post between Glad and T-Boz.
Winners will receive custom merchandise selected by the artist, as well as an all-expense-paid trip for two to watch TLC and Shaggy perform on August 31 outside Chicago.
The partnership is part of "Scent Experience," a Y2K-inspired campaign promoting Glad's new ForceFlex Scented Trash Bags.
Launched in May, it aims to bring joy to daily chores using '90s choreographed dance moves and fashion.
Running across e-commerce, social media, traditional, and digital, the 360-degree campaign also includes PR from MullenLowe.
Editing by Katherine 'Makkie' Maclang
