Dive Transient:
- Glad, the maker of trash luggage and meals wraps, has revived its decades-long marketing campaign, “Don’t Get Mad. Get Glad.,” to function “Sesame Road” icon Oscar the Grouch, based on a press launch.
- Key to the marketing campaign is a two-minute spot set to a remix of Oscar’s track “I Love Trash,” that sees the character think about a world through which everybody enjoys trash as a lot as he does. Glad merchandise are featured as a option to preserve considerations like smelly trash at bay.
- Glad will even dole out Grouch-inspired trash bag totes through a social media giveaway on TikTok and Instagram this month. The revival of “Do not Get Mad. Get Glad.,” which debuted in 1987, follows the latest streaming deal between “Sesame Road” and Netflix.
Dive Perception:
Glad has discovered a becoming associate in Oscar the Grouch, a trash-loving muppet character from “Sesame Road” who stands as the primary non-human movie star to crew with the model owned by The Clorox Firm. The transfer follows a deal between “Sesame Road” and Netflix in Might to air the kids’s present on each the streaming platform and PBS, the general public tv station that has been its residence since its debut in 1969.
The newest iteration of “Do not Get Mad. Get Glad.” facilities round a musical quantity a couple of world through which everybody loves trash as a lot as Oscar the Grouch. The spot begins with Oscar questioning somebody whistling to the track “I Love Trash,” asking, “I assumed taking [the trash] out made you mad?,” earlier than being advised that with Glad, the expertise isn’t half unhealthy. Oscar then desires up a remix of his track to change into “We Love Trash,” full with over-the-top dancing and quite a few Glad merchandise. The spot is directed by Will Speck and Josh Gordon.
Glad’s marketing campaign will run within the U.S. and Canada as longform content material, in 30- and 15-second cutdowns, and as social teasers on TikTok, Instagram, Fb and Reddit. The marketer additionally created limited-edition trash bag totes that customers can enter to win through a social media giveaway on TikTok and Instagram. The give attention to social media may assist Glad join with youthful audiences who really feel nostalgic for “Sesame Road” at a time the place many are nonetheless establishing their very own model preferences.
Rounding out its efforts, Glad in April will supply Glad ForceFlex with Acquire luggage in particular version Oscar the Grouch-branded containers at Walmart, per launch particulars. Merchandise featured within the model’s marketing campaign embody Glad ForceFlex with Acquire and Glad Cherry Blossom.
Glad’s transfer to revive its “Don’t Get Mad. Get Glad” effort arrives as others, like Sprite, Gatorade and Maybelline, put recent power into iconic campaigns of the previous. The Clorox Firm reported a web gross sales decline of 19% to $1.43 billion in the course of the first quarter of its fiscal yr 2026, which ended Sept. 30. The decline is primarily pushed by decrease shipments associated to its transition to a brand new enterprise useful resource planning system.
The transfer of “Sesame Road” to Netflix permits the sequence to achieve a worldwide viewers of over 300 million paid subscribers whereas nonetheless being out there on PBS for public entry. Warner Bros. Discovery’s HBO and HBO Max streaming platform served as distribution companions for “Sesame Road” for years, however the contract led to December 2024. The sequence’ swap to Netflix additionally follows President Donald Trump ending federal funding for PBS in Might. “Sesame Road” is managed by the worldwide nonprofit Sesame Workshop.
