As a brand that promises a stronger stand against waste, we were already innovating around 2 of the 3 R’s: Reduce (by using less plastic in our bags) and Recycle (by supporting recycling programs and creating specialized products.) But the question remained: how could we apply the 3rd R (Reuse) to our own bags?

Additionally, although the kitchen is usually our domain and women (homemakers) are our target, we wanted to go broader (waste happens everywhere!) and younger (connect with consumers before and as they enter the category).

We wanted people to connect with Glad beyond trash.

We came up with an idea that would help our brand and our target take the fight against waste from the kitchen to the (outside) world, applying the “Reuse” principle to our product and building a relevant connection with Millennials.

Enter the Glad Tent: a product intended to be used as a tent during Music Festivals (where people camp for days), and as a bag, at the end of the Festival, to dispose of people’s trash. This way Glad would make the stand against waste –even when people are just thinking of having fun– easier and cooler.

As a result, we made the camping experience a greener one by helping fans leave the campsite as they found it: clean.

Finally, the brand had a way to apply the 'Reuse' principle to their own product in a way that would be relevant and interesting to consumers. With this idea, not only would Glad live up to their brand DNA, but it would establish a meaningful relationship with a target that, otherwise, would not even think about the brand, much less feel a connection to it.

The Glad Tent is a breakthrough product that caused awe and excitement among consumers and elevated Glad perceptions from simple trash bag to an innovative and relatable brand.