Glad celebrates the return of the ‘original cutter bar’ with brand new digital and social campaign
Australians can officially welcome Glad Cling Wrap with the original cutter bar back into their homes, as this major consumer powered packaging change hits supermarket shelves.
For 30 days from 30th June 2015, Australians will be encouraged to share their personal messages of gratitude and the things they are glad for through social media, using the hashtag #gladeveryday. Participants will have the chance to be beneficiaries of ‘Random Acts of Glad,’ receiving special gifts in response to their tokens of gratitude.
This digital and social campaign will be supported by two physical activations, encouraging people to physically post their messages of gladness on the ‘Great Wall of Glad’ at Westfield Sydney, Pitt St Mall (30th June 2015), and Westfield Parramatta (4th July 2015).
Proving the importance placed on opinions and feedback from the Australian public, Glad has acted quickly to turn people power into action, after formally announcing the cutter bar would return to the base of the box in January this year.
Says Megan Francis, marketing manager at Glad Cling Wrap: “Since we made the announcement that the cutter bar would return to the base of the box, we have worked exhaustively to get the original Glad Cling Wrap packaging Aussies know and love, back on shelves as soon as possible. We have received an outpouring of positivity from consumers when we shared this great news and we can’t wait for people to reunite with the Glad Wrap and cutter bar they know and love.”
The cutter bar has not only made its highly anticipated return back onto shelves, consumers will continue to receive the benefits of other product improvements, including 50% better cling, a stronger box and an easy roll feature, all for the same price. As Glad Cling Wrap with the original cutter bar returns to shelves, Glad is now asking all Australians, “The cutter bar is back, what else are you glad for?” and is inviting all Australians to participate in the largest exercise of gratitude in history.
Says Francis: “It’s the little things in life that make a difference and make us glad every day. Since we told Australia the cutter bar would return to its prime position on the base of the box, we have received an extremely positive response from our consumers with everyone noting how glad they were. This widespread reaction inspired us to go one step further and ask Australians what makes them glad every day.
“If a household product like Glad Cling Wrap can inspire feelings of gratitude and happiness, we know there are plenty more things in life that are making Australians glad every day. We want Aussies to harness this and join the gratitude movement by sharing their own personal messages of glad with their friends, family and colleagues.”
6 Comments
I’m glad my two year old can unlearn the new word that mummy said after using their new fucking cutter bar.
So I have to express my gratitude for Glad changing their packaging back to the way I liked it in the first place? No thanks.
this is the WORST social campaign i’ve seen in the last 2 years…seriously
If I had anything to do with this campaign, I would be so embarrassed.
(Probably as embarrassed as anyone wanting to ‘engage’ with a cling wrap product)
Get real
This is everything I hate about what our industry has come to.