Advertisement
11/19/2020

Rubbermaid Rethinks Thanksgiving Leftovers in New Campaign

Lisa Johnston
Senior Editor
Lisa Johnston profile picture
Rubbermaid's Brilliance Glass portable food storage containers
Rubbermaid's Brilliance Glass portable food storage containers

Rubbermaid is taking a different product innovation tack for a different kind of Thanksgiving.

The consumer goods company is positioning its newest Brilliance Glass portable food storage containers — historically a staple at the large family gatherings being discouraged this year — as a way to bring someone their favorite dish as a gift.

"We all know this year's Thanksgiving is going to be different, but that doesn't mean it has to be anything less than the best experience," said Kris Malkoski, CEO, food business unit at Rubbermaid parent Newell Brands. "With the launch of Brilliance Glass containers, we can still give thanks and gift our loved ones our best meals in their best presentations — a premium gift that puts the giving back in Thanksgiving."

Playing off the gifting theme, as well as the pandemic-prompted e-commerce surge, Rubbermaid will give a free container to anyone who purchases a Brilliance Glass product online at Target.com from now through Thanksgiving.

Newell Brands, the No. 64 consumer goods company, also counts such brands as Paper Mate, Sharpie, Coleman, Oster and Expo within its portfolio.

More on Digital Marketing

  • Marketing Mix Crystal Ball: Inside Facebook & Ocean Spray’s Analytic Methodologies

    With today’s channel and media fragmentation, consumer goods brands can’t rely on gut instincts to get their marketing mixes right. And as these channels grow (and budgets shrink), properly leveraging the power of analytics is what’s separating the winners from the losers.
    a man holding a laptop
  • Shiseido Forms Joint Venture To Fuel Digital Transformation

    Shiseido will tap into data and technology to create new beauty experiences, including leveraging consumers’ digital and in-store browsing and purchase histories — as well as employing AR — to recommend new products through diagnostic and personalized services.
    thing,toiletry
  • P&G’s Visibility Project Calls On Brands to Further LGBTQ Inclusion in Marketing

    Procter & Gamble is partnering with GLAAD for a new initiative to advance LGBTQ inclusion in advertising and marketing, and calling on other brands to join them.
    logo