Last week, Kelton and Glad Trash Bags won two Ogilvy Awards for Excellence in Advertising Research for Glad’s “Stronger Stand Against Waste” campaign. The two categories in which the campaign was awarded were ‘Research Innovation’ and ‘Fashion & Household Products.’ The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the creative use of research in the advertising development processes of research firms, advertising agencies and advertisers.
In 2011, Clorox’s Glad team commissioned Kelton to gain consumer insight and direction on a new product, pack design and campaign initiative focused around a more environmentally sensitive garbage bag. To meet those goals, we took a mixed methodology approach and conducted an online community followed by creative refinement groups. Based on our research, we were able to determine that consumers want to help the environment but they’re often not sure how to, and are unsure that what they do actually makes a difference. We concluded that the optimal way to conceptually express the bag’s impact was on a much larger scale: the idea is that a small thing like a bag has a big impact on a community at large.
Based on our insights, Glad successfully executed a series of advertising and public relations initiatives to drive real-world change. At the 2011 USC vs. Stanford game, Glad implemented the first-ever recycling initiative at The Coliseum, reducing waste by almost three tons in one day and driving more than 77 million brand impressions. Glad also invested in its digital, social and mobile infrastructure and developed the Trash Smart mobile app for iPhone that helps consumers find nearby locations to recycle hundreds of household items.