For the first time, Glad's decades-long, star-studded Don't Get Mad. Get Glad. campaign doesn't feature a human celebrity as part of a Glad x Sesame Street collab starring Oscar the Grouch. The campaign features a musical number directed by award-winning directors, Will Speck and Josh Gordon, and it unfolds with an uplifting remix of Oscar's classic song, I Love Trash. "Our intention behind this campaign is to show that trash doesn't have to be associated with a feeling of ick, avoidance, or grouchiness," said Kellie Li, Marketing Director at Glad.
The original grouch's Glad debut coincides with the newest season of Sesame Street, now available on Netflix and PBS KIDS. To go along with the musical number, Glad created limited-edition Oscar-inspired trash bag totes to give away to fans on social media.
What Makes This Trend Stand Out
- Nostalgic Brand Collaborations
- Brands are increasingly leveraging nostalgic collaborations with beloved characters like Oscar the Grouch to reinvigorate their campaigns and connect with multi-generational audiences.
- Sustainable Marketing Campaigns
- Marketing initiatives are increasingly incorporating themes of sustainability by reshaping narratives around commonly discarded items, promoting eco-friendly mindsets among consumers.
- Character-driven Brand Narratives
- Businesses are enhancing their brand stories by pivoting towards character-driven campaigns that create more emotive and memorable connections with consumers.
Sectors Adopting This
- Media & Entertainment
- The media and entertainment industry finds new avenues to engage audiences by combining beloved TV characters with current advertising campaigns.
- Waste Management
- The waste management industry sees a shift in consumer perception as campaigns promote recycling and waste reduction through positive narratives and creative storytelling.
- Consumer Goods
- Consumer goods companies are tapping into emotional branding by utilizing beloved characters to foster customer loyalty and reposition traditional products.
