TITLE

Glad resurrects classic tag for new branding campaign

AUTHOR(S)
Cuneo, Alice Z.; Neff, Jack
PUB. DATE
July 1999
SOURCE
Advertising Age;07/19/99, Vol. 70 Issue 30, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch of an advertisement campaign for Clorox Company's Gladware food storage containers, under advertising agency DDB Worldwide, in the U.S. in July 1999. A television spot for Gladware, positioned as a less-expensive competitor to Tupperware will be the first to break. The overall advertising effort also will support plastic food storage and trash bags, starting in late August. Clorox bought FirstBrands earlier in 1999 and moved the advertising account to DDB. The campaign initially will mostly be television, in all dayparts, but will expand with print and radio advertisements, with Internet advertising coming in 2000. One of the Gladware spots shows a mother peering down at her little boy and chastising him for losing his sandwich container. Voice-over describes how Gladware containers cost only about 50 cents each and can do all the things more expensive containers can.
ACCESSION #
2051439

 

Share

Read the Article

Other Topics