The campaign’s theme of using fragrance and music to transport users back in time resonated strongly with the Grammy-winning singer, songwriter and actress, who not only paid tribute to her early days in music but also to her mother, who she says used Gain and is the reason she presently uses the brand.

A fresh approach

To Glad, the campaign —which was initially conceived to launch the brand’s new Pine-Sol scent nationally following an exclusive yearlong partnership with Dollar General but expanded to include its other scent offerings—marks a fresh approach to a traditionally stale category like household waste solutions, one that is hitting the right note for consumers.

“It’s a departure for the Glad brand because typically we tend to rely on things like ‘Power’ claims, and it’s a little bit more head than heart,” Carrie Rathod, head of marketing for Glad, told ADWEEK. “We just want to lift people’s hearts a little bit, and, of course, take them back to that time.”

She added, “We just had so much fun creating the campaign and we’re excited that consumer feedback is like ‘Omigosh, I love this brand! I never thought I’d be seen by a trash bag company.’ That’s exactly what you want.”

Of partnering with Watkins for the social push and sweepstakes, Rathod says the brand’s mission was to “provide messaging that entertains and rewards people for watching.”

The brand is going all in on the campaign, which Rathod confirmed is a 360 campaign that includes PR efforts from MullenLowe, ecommerce, social, traditional and digital advertising, adding “We’re doubling down in the mediums that celebrate dance where that music part of the scent-stalgia can get people more receptive to it.”

Glad is the latest brand to tap into the 90s and Y2K nostalgia trend, joining brands including Gap and Target, which have recently amplified their marketing efforts inspired by the era to connect with consumers.