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Trash Dance: Glad Bags, T-Boz Turn Back Time With 'Scent-stalgia'
With sweet dance moves, too
A scent or song can transport you back to happy days from the past. Glad refers to this as phenomenon as “scent-stalgia.”
The brand partnered with Tionne Watkins—best known as T-Boz from TLC—for “Scents That Take You Back.” The campaign features trash bags that smell like Gain, Febreze and Pine-Sol. We’re back in the ’90s, baby!
FCB Chicago created the spot below starring the Glad Girl Group, a ’90s girl band with cool clothes, dance moves and trash bags. MullenLowe handled PR for the initiative.
T-Boz joined TikTok and led a dance class at Forward Space in NYC. The class involved learning choreographed moves, like those seen in the video. (Its “Bag-ography” was choreographed by dancer Sean Bankhead.)
“TLC created the blueprint for girl group–style and female empowerment during that era, and truly inspired the Glad Girl Group dancers,” says Carrie Rathod, head of marketing at Glad. “This campaign is grounded in ‘scent-stalgia,’ the feeling we get when familiar scents transport us back in time. And scent, much like music, has the power to take us back.”
Consumers can win custom merch and a trip for two to see TLC and Shaggy perform on Aug. 31. Just follow @gladproducts on TikTok or Instagram and comment using the hashtag #GladSweepstakes.
“The commercial Glad had stands out,” T-Boz tells Muse. “It reminded me of ‘No Scrubs.’ When I first saw the commercial and the girls were dancing, it did bring me home to the ’90s and when I got the call it just made sense. Music and scents bring you back to good memories. I used to want to be like my mom. And she smelled like Gain. All of it just feels good. TikTok is where you go to get the hottest dances, learn music and dancing, so for Glad to put that on there with me I think that’s hot.”
We couldn’t pass up the chance to ask T-Boz about her favorite ad jingle and when she immediately began to sing: “My bologna has a first name…” the handful of people in the room kept the jingle going with “It’s O-S-C-A-R.”
