To demonstrate the new Glad ForceFlex Plus Advanced Protection kitchen bag’s superior strength in an iconic and memorable way, and to set it apart from its competition, we didn’t just want to tell people, we wanted to show them. So we created a product demo designed to put Glad’s bag through the toughest test: America’s worst airports.

We sent Glad’s trash bag as luggage and followed it every step of the way. From the moment we checked in, all the way to the moment the bag showed up at the baggage claim in one piece.

From there, we sent the bag to several other cities around the country to showcase that, if Glad ForceFlex Plus Advanced Protection can handle that, it can handle your everyday kitchen trash.

We started by identifying America’s toughest airports, and then we went guerrilla style by sending someone with hidden cameras to document the journey of the trash bag through each airport.

As the bags arrived on each carousel, each one acted as a piece of outdoor media itself.

Instead of purchasing the expensive media opportunities that already exist on the premises, this tactic allowed us to disrupt the moment, and draw everyone’s eyeballs to what was unfolding. And all that, for just the price of a plane ticket.

The stunt provoked all kinds of reactions from the travelers present at each baggage claim. We then turned the footage into an online film, which drove people to buy the bag and try it for themselves.

All of this was achieved, from stunt, to posting online, in less than two weeks, and on media channels like YouTube, native distribution partners, and social platforms.

Campaign impressions totaled 17.7MM between earned and paid placements.

• Earned PR impressions = 17.16MM

• Paid digital media impressions = 8.87MM

The content also increased purchase intent and primed shoppers to be ready to buy Glad when they were next in the market for trash bags. Consumers had up to double (2X) the purchase intent for Glad ForceFlex after viewing our video (Google Brand Lift Study). This was critical in keeping Glad top of mind in order to help drive growth of the entire ForceFlex portfolio.

The iconic and memorable nature of the campaign helped introduced ForceFlex Plus Advanced Protection to a lot of people at various touchpoints, both on and offline. As a result, product searches for Glad ForceFlex on Google were nearly 2000% higher among those exposed to the content (Google Brand Lift Study).