FCB Chicago launches 'Apartment Leap' and 'Ultimate Noses' to really put Glad's trash bags to the test
Last year, FCB Chicago put Glad’s toughest trash bag through airline travel as checked luggage to prove it could handle your everyday kitchen trash while remaining intact, officially launching the 'Torture Tests' brand platform in the US. Most recently, FCB and Glad released two new 'Torture Tests' videos, titled 'Apartment Leap' and 'Ultimate Noses,' putting the brand’s products through the toughest scenarios.
The walk to the curb can be a dramatic experience when you have to worry about leaky trash. So, Glad heightened the anxiety of this all-too-common situation by hiring a professional stuntwoman to perform the Hollywood version of taking out the trash — ultimately proving that there’s no leak or “trash walk” that Glad’s Advanced Protection bag can’t handle.
Stinky trash odors are unwanted elements that can ruin the ambiance of a home. Luckily, Glad with Febreze makes even the most pungent kitchen odors undetectable. To put Glad’s odor-blocking trash bags to the test, the brand brought in a team of highly trained sniffer dogs (because who doesn’t love dogs?) and created a series of tests that went head-to-head with the competitor. Note: A dog’s nose is 10,000 times stronger than those of humans, and these sniffers have been training since birth with professional dog trainers. The takeaway? Glad proves it has one serious odor-blocking trash bag.
The 'Torture Tests' platform continues to push the boundaries in the Consumer Packaged Goods (CPG) category. While other CPG brands target consumers’ emotions, these tests tap into familiar situations and experiences that consumers can relate back to Glad, highlighting the product’s efficacy and technology.