PRESS RELEASE (March 26, 2013) – The Glad “Stronger Stand Against Waste” won two awards – for Research Innovation and Fashion & Household Products – at last week’s ARF David Ogilvy Awards for Excellence in Advertising Research. Kelton, a leading consumer insights consultancy and part of the campaign’s research team, played an instrumental role in better understanding key drivers in the trash bag path-to-purchase for Glad’s target consumer through its innovative digital research approach.
Using Kelton’s proprietary SmartCommunity platform, Clorox’s Glad benefited from online blogging and daily video confessionals, which enabled Glad to enter the home of its target consumers to understand how they viewed their personal role in environmental sustainability. Kelton’s research showed that consumers feel very capable in many aspects of their lives, but when it comes to the environment they’re often not sure how they can “do their part.” The realization of this insight gave Glad permission to position itself as the consumer’s ally and source of information, and it became the bedrock of the holistic “Stronger Stand Against Waste” Campaign.
“Our mission, our mantra and the primary driver of Kelton’s success is thinking innovatively and creatively about research,” saidTom Bernthal , CEO and co-founder of Kelton. “It’s rewarding to be recognized publicly for work that’s almost always conducted quietly. These awards are a testament to how research can inspire creative and drive advertising campaigns. Creative research sounds to some like an oxymoron; we think it’s the key to smarter work.”
This year’s gala was held on March 19 at the Marriott Marquis in New York City. The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the creative use of research in the advertising development processes of research firms, advertising agencies and advertisers and the winning campaigns provide a strong understanding of how research can be used to create powerful, profitable campaigns. This year’s program featured 24 finalists across 12 categories.