CLOROX PROMOTING GLAD MAN IN NEW SPOTS
By Adnews Staff
The Clorox Company of Toronto is introducing its first ads for Glad household plastic products since buying the brands earlier this year. The 30-second spots from Palmer Jarvis DDB of Toronto have revived the "Man from Glad" brand icon originally launched in the 1960s. According to Marc Stoiber, creative director at PJ DDB, "In the new ads, the Man from Glad remains in character, only his surroundings are changed. We've taken him out of the suburbs and into a place where we've never seen him before, in Glad's secret underground testing laboratory." The spots are designed to promote the quality of Glad products. In one spot, lab technicians are seen in the background measuring the strength of Glad garbage bags in a series of extreme tests. The spots include the tag line "Glad. Depend on it." The Clorox Company bought First Brands Corporation in February of this year. First Brands' products included the Glad line, kitty litter and STP automotive products. It was due to a past relationship between Clorox and PJ DDB Toronto that the agency got the job of updating the Glad brand, which includes its garbage bag line and food protection products. The commercials, which launched last week, will run through to May 2000 in both French and English.