Glad has partnered with Tionne Watkins, better known as T-Boz from the iconic 90s girl group TLC, to spotlight the unique connection between scent and nostalgia.
This collab from Mullen-Lowe elevates Glad’s new campaign for Glad ForceFlex Scented Trash Bags, featuring 90s-era fashion and dance moves via the Glad Girl Group, a troupe of strong, high-energy women who infuse playful, choreographed dance moves into everyday cleaning chores.
At its core, the campaign celebrates “scent-stalgia,” the feeling we get when familiar scents transport us back in time. Pine-Sol, the newest fragrance in the Glad ForceFlex Scented Trash Bag lineup, evokes memories of Grandma’s house with their crisp, classic pine notes.
The partnership between Glad and T-Boz is driven by the shared force between scent and music, combined with a desire to connect to `90s-era iconography. TLC is largely recognized for creating the blueprint for girl-group style and female empowerment during that era, inspiration Glad applied to the Glad Girl Group. Watch below:
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“Scent absolutely rules my world,” said Tionne “T-Boz” Watkins. “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.”
“TLC is `90s royalty,” said Carrie Rathod, Glad’s head of marketing. “T-Boz has choreographed many of TLC’s most memorable dances, and so we knew she could bring style and creativity to what we at Glad playfully call ‘bag-ography.’ We often hear from our consumers that the scents of our bags are connected to special memories for them. What better way to go back in time than through the joy of dance brought to life by her iconic talent?”
In honor of the partnership, T-Boz has joined TikTok, the place where dance routines are replicated and celebrated, to further share the fun.
From July 22 to August 7, consumers can follow @gladproducts on TikTok or Instagram and comment on the collaboration post between Glad and T-Boz using #GladSweepstakes and tagging a friend for a chance to win an all-expenses-paid trip for two to see TLC and Shaggy outside of Chicago on August 31, 2024, and to receive custom merchandise curated by T-Boz.
This partnership between Glad and T-Boz promises to infuse a sense of fun and nostalgia into household cleaning, transforming a routine chore into a delightful experience.
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