Glad trash bags have long been touted for standing up to the toughest trash, but a new campaign takes the concept to a torturous limit. Glad introduced ‘Torture Tests,’ to promote its new ForceFlex Plus Advanced Protection trash bag as the toughest by testing it through the airline baggage system.
To highlight the features of what the company is calling its “toughest trash bag ever,” Glad, together with agency partner FCB Chicago, illustrated the bag’s ability to withstand wear and tear of travel luggage through the unforgiving treatment of baggage handlers.
‘Torture Tests’ follows an official Glad trash bag tester as she carefully monitors her filled bag as it undergoes the process that all airport luggage normally go through. We see, on hidden camera, the woman checking a trash bag filled with garments and other items on to a plane. Video is shown after it is checked, with baggage handlers throwing the bag around as it travels through the system. Tension builds at baggage claim to see if the bag survived – and it did. The method is then tried and tested at different airports across the country, with the Glad ForceFlex Plus Advanced Protection trash bag emerging unscathed through each phase of the airline luggage inspection, handling and travel process.
The company, owned by Clorox, went to extremes to show that if the bag can handle a brutal test like that one, it can handle everyday kitchen trash with no problem. They also noted that they weren’t trying to call out luggage handling procedures, merely noting that the stunt was to demonstrate that this is Glad’s toughest trash bag yet.
“We created Glad’s toughest kitchen bag to handle whatever you throw at it so you won’t have to worry about the risk of a trash disaster. If our ForceFlex Plus Advanced Protection kitchen bag can handle all this, it can handle your trash,” said Nick Higgins, Glad marketing director.
Added Liz Taylor, chief creative officer at FCB Chicago: “Instead of the classic product demo, we decided to put a creative twist to it: If this trash bag can handle traveling cross-country through airports – through the baggage handling system, on airplanes and out the luggage carousels – then it can handle your everyday kitchen trash.”