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Trash day isn’t typically an occasion that conjures up nostalgic memories or inspires one to bust a move, but Glad’s latest campaign paying homage to the girl groups of the 90s and Y2K era while celebrating the launch of its newest trash bag scent hopes to invoke those feelings and more with a little help from one of the eras’ most famous faces.
To kick up some excitement for the Clorox Company brand’s new Pine-Sol scented ForceFlex Scented Trash Bags, Tionne “T-Boz” Watkins—aka the “T” from the iconic girl group, TLC—joined its “Scents That Take You Back” campaign to flex her dance muscles and show fans on social media how to dispose of their waste with fragrant flair.
Created by FCB Chicago and produced by Landia, the campaign follows “The Glad Girl Group,” a fictional singing quartet inspired by TLC and other groups from the era. The spots contain segments of their “music video,” for an earworm touting the “scent-stalgia” conjured up by the smell of Pine-Sol, Gain and Febreeze products.
Four 15-second spots meticulously shot in the style of videos from the period feature the neon and metallic fabric-clad group dancing with the scented bags officially launched last month, with the full song, which includes lyrics such as “My pants are saggy, but this verse is tight,” available on the brand’s website.
To support the yearlong campaign, Glad launched a video on July 22 featuring Watkins doing choreography (or “bag-ography,” as they call it) developed by celebrity choreographer, Sean Bankhead, with the aromatherapeutic waste disposing prop. The video shared on TikTok and Instagram, also announced a sweepstakes awarding a winner and their guest with an all-expense-paid trip to see TLC on tour with another popular 90s-era artist, Shaggy, on Aug. 31, and receive custom merchandise curated by Watkins. The sweepstakes runs from July 22 through Aug. 7.
Before the video’s launch, the brand hosted a private event for media and influencers at the Forward Space dance studio in New York, where Watkins taught the routine (with scented bags in tow) and shared with the group her connection to the brand and how thrilled she was to get the call to partner with Glad.
“Even before I got the call, I was looking at the commercial, and I wanted to jump in [the screen] because it reminded me of ‘No Scrubs,’” Watkins told ADWEEK, referring to TLC’s smash hit song and video. “So, it took me back to my career and the 90s with the metallic hat on and the energy.”