Can fashion help sell plastics?
No, I don't mean the recent viral moment of socialite Kim Kardashian wearing caution tape film emblazoned with the name of luxury fashion house Balenciaga. Instead I'm looking at a move by consumer brand Glad to use fashion in marketing its ForceFlexPlus trash bag, a pink, cherry blossom-scented bag.
As Keira Wingate, a reporter with our sister paper Advertising Age, puts it, the marketing team wants to set up the Glad products — owned by Clorox Co. — as making "the most extra trash bag ever."
"The 30-second video shows an over-the-top fete attended by glammed-up revelers," Wingate writes. "A woman in a couture pink dress carries the bag around the house collecting leftover food and decor as the high-fashion party-goers take in the cherry blossom scent. Finally, the host goes outside to toss the waste, looking fantastic as her schlubby neighbor looks on, grasping his leaky, stinky, boring white plastic sack."
The cherry blossom bags are targeting sales to millennial women who "want to live the 'extra' life," the company said. (I'm not a millennial, but I've got to say ... really?)