Ogilvy & Mather worked with singer Kevin Ross on a holiday spot for Glade entitled “Feel Anticipation.”
For the spot, Ross wrote a song supposedly expressing how holiday scent Sparkling Spruce made him feel. Ross can be seen performing the song in an outdoor stage, surrounded by plenty of Glade candles ending with the “#FeelGlade” hashtag. While the “song inspired by a fragrance” premise can be a bit hard to swallow, it should appeal to fans of the emerging Motown singer, and maybe even net him — and the brand — a few new fans along the way. In addition to the 30-second broadcast spot, Glade also released a full-length music video for the song (featured after the jump), which is also available to download on iTunes.
It’s part of a larger rebranding campaign from Ogilvy for the brand, which is seeking to reposition itself as not just selling scents but the feelings they evoke. In another recent effort, Glade set up a pop-up shop, which they called the Glade Boutique, in New York’s meatpacking district. According to Adweek, the Glade Boutique saw “concierge” guide visitors through a “scent and emotion journey” in the Feelings Lounge, with scents such as Blooming Peony and Red Honeysuckle Nectar. The brand also teamed up with Cirque de Soleil for an October event in Madison Square Park.