Glad Cuts the Hyperbole for Its New Green Trash Bag

Glad Cuts the Hyperbole for Its New Green Trash Bag

Each Marcal product is promoted on packages as “A small, easy step to a greener earth,” a realistic tack that diverges from the hyperbole so favored by Madison Avenue. But the economy has led many consumers who bought green versions of household merchandise to return to regular versions, which are usually less expensive.

Still, many consumers continue taking social issues like sustainability into account when shopping. In a study this month by Cone Communications and Echo Research, 81 percent of respondents said that companies had a responsibility to “address key social and environmental issues beyond their local communities.”

And 76 percent of respondents said they had bought a product with “an environmental benefit” in the last 12 months.

All that may be why the Glad Products Company, in deciding to introduce a version of its Glad tall kitchen drawstring trash bag that is made with less plastic, is not heralding the arrival on store shelves with gushy green poetry — or charging higher prices. The trash bags will cost the same as the previous versions.

Glad Products, a joint venture of the Clorox Company and Procter & Gamble, is spending $30 million to $40 million on a campaign to introduce the trash bags. They are being billed in ads and on packages as “strength with less plastic” and “stronger with less plastic waste.” (The bags are made using 6.5 percent less plastic than before, Glad Products executives say, and have what are called reinforcing bands to make the bags stronger.)

Some ads play up the ecological angle by including a single green leaf, rather than, say, a forest. Others carry the theme “Small change, big difference.”

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