While relaxing and taking a break between my Berkolectures, I flipped on the cooking channel for some tex-mex tostada talk. After the pulled pork can the commercial break that I so often fast forward through. This time I was too lazy, and watch sleepily as the Glade commercial aired. Instead of the typical spew about the product or its features they offered a series of helpful tips on “how to make your house ready for drop in guests.” There were suggestions on how to stash extra bedding in sealed plastic bags under the beds, extra toilet paper in the bathroom, an extra tray of toiletries and tooth brushing tools under the bathroom sink, etc. and of course a final plug on how to keep the rooms smelling fresh using their product.
Glade gets it. They are offering content, giving information freely and helping offer solutions for the possible problems of their target market. They are appealing to the cooking channel fans with ways to improve their standard of living. I doubt that any in the audience needed to be reminded that they were actually selling air freshener in the process.