Glad, the Clorox-owned brand known for its trash bags and food wraps, is bringing back its iconic "Don't Get Mad. Get Glad." campaign with a fresh twist: a partnership with beloved "Sesame Street" character, Oscar the Grouch. This collaboration aims to re-energize the decades-old slogan through a musical spot, social media engagement, and limited-edition products, leveraging Oscar's trash-loving persona, according to a press release.
Oscar the Grouch Becomes Glad's First Non-Human Spokesperson
The campaign's centerpiece is a two-minute musical advertisement featuring Oscar the Grouch. In the spot, Oscar reimagines his classic song, "I Love Trash," into a new anthem, "We Love Trash," envisioning a world where everyone shares his enthusiasm for refuse. Glad products are strategically showcased as solutions to common concerns like unpleasant odors, transforming the chore of trash disposal into a more agreeable experience. The commercial, directed by Will Speck and Josh Gordon, begins with Oscar questioning someone whistling his tune, only to discover that with Glad, taking out the trash "isn't half bad."
This partnership marks a significant milestone for Glad, as Oscar the Grouch becomes the brand's first non-human celebrity endorser. The timing aligns with recent developments for "Sesame Street," including a new streaming deal with Netflix in May, which expands the show's global reach to over 300 million subscribers while maintaining its presence on PBS.
Multi-Platform Rollout and Nostalgia Marketing
Glad's "Don't Get Mad. Get Glad." campaign will be extensively rolled out across the U.S. and Canada. Content will appear in various formats, including longform videos, 30- and 15-second cutdowns, and social media teasers on platforms like TikTok, Instagram, Facebook, and Reddit. To further engage consumers, Glad is hosting a social media giveaway on TikTok and Instagram this month, offering Grouch-inspired trash bag totes.
This strategic focus on social media aims to connect with younger audiences who may feel a nostalgic pull towards "Sesame Street" characters. By tapping into this sentiment, Glad hopes to influence brand preferences among a demographic still forming their consumer habits. In April, the campaign will extend to retail, with special edition Oscar the Grouch-branded boxes of Glad ForceFlex with Gain bags available at Walmart. Other featured products include Glad Cherry Blossom.
A Trend of Iconic Campaign Revivals
Glad's decision to revive its classic slogan mirrors a broader trend in the marketing landscape. Brands like Sprite, Gatorade, and Maybelline have also recently injected new life into their own iconic campaigns, recognizing the power of nostalgia and established brand recognition. This move comes as Glad's parent company, The Clorox Company, reported a 19% net sales decline to $1.43 billion in the first quarter of fiscal year 2026, primarily attributed to lower shipments during its transition to a new enterprise resource planning (ERP) system.
The shift of "Sesame Street" to Netflix, following the end of its contract with Warner Bros. Discovery's HBO and HBO Max in December 2024 and a prior cessation of federal funding for PBS in May, positions the show to reach a vast new audience. This expanded visibility for Oscar the Grouch makes him an even more potent partner for Glad's revitalized marketing efforts.
