“Since we made the announcement that the cutter bar would return to the base of the box, we have worked exhaustively to get the original Glad Cling Wrap packaging Aussies know and love, back on shelves as soon as possible,” Megan Francis, marketing manager at Glad Cling Wrap, said.
As part of the product’s return, which according to Glad has 50 per cent better cling, a stronger box, and easy roll feature, the brand has also launched a new campaign, inviting consumers to participate in the largest exercise of gratitude in history, “The cutter bar is back, what else are you glad for?”
As part of the campaign, for 30 days from June 30 2015, Australians will be encouraged to share their personal messages of gratitude and the things they are glad for through social media, using the hashtag #gladeveryday. Participants will have the chance to be beneficiaries of ‘Random Acts of Glad,’ receiving special gifts in response to their tokens of gratitude.
This digital and social campaign will be supported by two physical activations, encouraging people to physically post their messages of gladness on the ‘Great Wall of Glad’ at Westfield Sydney, Pitt St Mall on June 30 2015, and Westfield Parramatta on July 4 2015.
“Since we told Australia the cutter bar would return to its prime position on the base of the box, we have received an extremely positive response from our consumers with everyone noting how glad they were. This widespread reaction inspired us to go one step further and ask Australians what makes them glad every day,” Francis said.