GLAD RESURRECTS CLASSIC TAG FOR NEW BRANDING CAMPAIGN: CLOROX PUTS $30 MIL BEHIND ADS VIA DDB WITH 'DON'T GET MAD' THEMELINE

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Clorox Co. will recycle the tagline "Don't get mad-get Glad" in a new branding campaign breaking next week, its first from DDB Worldwide, San Francisco.

A TV spot for Gladware, positioned as a less-expensive competitor to Tupperware and launched in 1997 by former owner FirstBrands, will be the first to break. The overall ad effort-budgeted at an estimated $30 million-also will support plastic food storage and trash bags, starting in late August.

Clorox bought FirstBrands earlier this year and moved the account to DDB. Leo Burnett USA, Chicago, was the previous shop.

"We want to do a better job of speaking with one voice, so we're moving toward a campaign in our copy with similar elements and structure across all of our advertising," said Beth Springer, marketing director for Glad.

TAGLINE WITH EQUITY

Ken Dudwick, managing partner-creative at DDB, said the spots update a tagline with a lot of equity.

"Today, clients just don't have enough money to seed a new idea," nor can they afford to discard the equity they've built in well-remembered taglines, he said.

The campaign initially will mostly be TV, in all dayparts, but will expand later this year with print and radio ads, Ms. Springer said, with Internet advertising coming next year.

"In general, this is a category that is surprisingly reliant on television," she said. "We definitely see an opportunity [to use other media] for the usual reasons of improving efficiency, but we also think we have an opportunity to stand out in those other media, because nobody's really talking to consumers well there."

Ms. Springer said Clorox intends to increase ad support across the entire product line because it had been "below competitive levels for a long time" under FirstBrands.

Previous advertising for Glad trash bags from Burnett focused on problems such as bag failure and used actor Tom Bosley as the Glad spokesman.

ACTIONS, CONSEQUENCES

One of the new Gladware spots shows a mother peering down at her little boy and chastising him for losing his sandwich container. To prevent further loss, she locks a new one onto his wrist with a plastic handcuff. The child then expresses his concern about the handcuff's key being lost.

Voice-over describes how Gladware containers cost only about 50 cents each and can do all the things more expensive containers can, such as be put in the freezer or microwave.

Red lettering on the screen reads "Don't get mad," as the little boy protests, "I'm just a kid." On his wrist is just the handcuff, without the container.

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