Legendary R&B singer T-Boz has partnered with Glad, a popular household waste solutions brand, for its new campaign, Scents That Take You Back.
The new collaboration was established to amplify Glad ForceFlex Scented Trash Bags by connecting scents with memories — or, as the campaign calls it, “scent-stalgia.”
For T-Boz, the Pine-Sol scent, the newest addition to the trash bag lineup, takes her back to the days when she was at her grandmother’s house.
“Scent absolutely rules my world,” says T-Boz. “Scent, much like music, has the power to take us back; one scent, one song—and specific memories are instantly unlocked.”
She continues, “There’s power and truth in ‘scent-stalgia,’ and I’m thrilled to collaborate with Glad to playfully take people back to the ’90s.”
Carrie Rathod, Glad’s head of marketing, adds, “TLC is ’90s royalty. T-Boz has choreographed many of TLC’s most memorable dances, and so we knew she could bring style and creativity to what we at Glad playfully call ‘bag-ography.'”
Rathod continues, “We often hear from our consumers that the scents of our bags are connected to special memories for them. What better way to go back in time than through the joy of dance brought to life by her iconic talent?”
The Scents That Take You Back campaign incorporates ’90s-inspired fashion and dance moves from the Glad Girl Group, “a troupe of strong, high-energy women who bring playful, choreographed dance moves to spark joy within everyday cleaning chores.”
As part of the campaign, T-Boz and Glad have launched a sweepstakes offering a lucky winner and their friend an all-expenses-paid trip to see TLC in concert this summer, along with signed merch from T-Boz. The sweepstakes runs now through Aug. 7 on Glad’s official TikTok and Instagram pages.
Speaking of concerts, TLC has upcoming stops in Paso Robles, California; Milwaukee, Wisconsin; Ledyard, Connecticut; and Highland Park, Illinois. Tickets are available on Ticketmaster.com.
See T-Boz and Glad’s announcement below.
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