Find your pink

GLADE

How does a brand like Glade take over a multi-billion dollar release of the most anticipated film in history?

WE HACK IT

July 21st, 9 am EST. the Barbie film debut in theatres. Most people weren’t able to make it to see the movie during the premiere timing, but Glade made sure that everybody was able to smell it.

Glade released a special promotion during the weekend of the premier of Barbie. Everyone that experience this movie release saw pink EVERYWHERE. So, we launched PinkGlade.com, a microsite with a scanner that allowed anyone to scan the color pink (like EVERYTHING pink) and get the scent of pink (a pink Glade candle) in return, for free.

We didn’t just hack the film, but we hacked all the film’s promotion by hijacking the color pink.