Glade's ‘Make Africa Bloom’ campaign emerged from a deep understanding of the brand's role in enriching lives and creating spaces of comfort, coupled with consumer research done to understand why scent was so important for the consumer.
The campaign goes beyond just promoting the brand’s offering —it taps into a broader vision of empowerment and growth, focusing on women as key drivers of change and development across communities.
Inspired by the metaphor of a flower blooming, symbolizing growth, potential, and beauty. Glade recognized that South Africa, like a flower, has untapped potential, particularly in its women. By empowering women through various initiatives, the campaign aims to nurture this potential, allowing both individuals and communities to flourish. The campaign connects this metaphor of blooming with Glade's products, which enhance environments with their fresh scents, representing growth and renewal.
At the heart of the campaign is the belief that empowering women is key to the overall growth and success of South Africa. Women play vital roles in communities, households, and economies. By aligning Glade’s brand with initiatives that focus on women's empowerment, the campaign highlights the brand’s commitment to creating spaces & environments where women can thrive. It was to show that Glade is more than just a brand that freshens spaces—it’s a brand that actively contributes to a better world. The initiative-driven approach reflects Glade’s commitment to purpose-led marketing and its belief in contributing to real change.
The campaign underscores the importance of empowering women, acknowledging their central role in driving progress in African communities. Empowered women can uplift families, educate future generations, and lead economic and social change.
Brand Purpose: In today’s marketplace, consumers are drawn to brands that have a purpose beyond selling products. The "Make Africa Bloom" campaign solidifies Glade’s position as a brand that cares about the well-being of the communities it serves, fostering brand loyalty and creating a deeper emotional connection with its audience.
Cultural Relevance: Africa is a continent of rich cultures, resilience, and potential. By investing in women and creating initiatives that promote growth and empowerment, Glade is positioning itself as a brand that not only understands but actively contributes to the unique social dynamics of the continent, in particular - the female demographic.
Overall, the "Make Africa Bloom" campaign resonates because it aligns Glade’s products with a larger social mission, turning every spritz of fragrance into a symbol of hope and potential for women and communities across the country.
Social Impact
Since the beginning of the campaign in 2023, Glade has been able to drive empowerment by partnering with organizations and events that are focused on women empowerment.
Through BWASA (Businesswomen’s Association of South Africa), Glade has provided 10 phenomenal women entrepreneurial training and support through a 6-month Scent of Empowerment LaunchPad programme, with 3 winners emerging after a pitch process. 1st Prize R30 000, 2nd Prize 15 000, 3rd Prize R10 000 towards turning their side hustle into a thriving business.
A partnership with Concord For Young Women in Business has resulted in 150 women in rural communities being trained across 5 days by the NGO and receiving starter kits to help them start & grow their agri-businesses.
At Agenda Women Summit 2023, Glade connected with an audience of over 300 women by sponsoring the Mentor Power Hour, a session that pairs the women attending, with key industry, female figures (mentors) for an hour of intimate engagements & learning - an opportunity they wouldn’t otherwise receive.
At the Glade launch event in March 2024, 10 female entrepreneurs were invited to exhibit, promote and sell their products to the attendees - including stage time to further give them exposure to the media in attendance, and in August 2024 some had their products purchased by Glade and included in PR goodie boxes, further supporting their businesses through direct sales.
Celebrated 4 incredible women in August 2024
In real time…
The evolution of the campaign was driven by social insights from a statement that a lot of women were using on digital platforms, boldly pro-claiming which “ERA” they were in. This sparked an idea to take the campaign a bit further, by evolving into “Make Africa Bloom - In My Era”, further cementing the brand’s commitment to help support & empower women, no matter the era they are in. Because of this and shared brand attributes of rebirth, trustworthiness, empowerment, joyfulness, and cultivating safe spaces, this opportunity leverages Hulisani’s extensive reach and the engagement she fosters, to connect Glade with authentic storytelling that deepens consumer connection and grows brand salience, Hulisani Ravele agreed to partner with Glade on an integrated brand partnership across multiple touchpoints.
Including:
Sponsorship of an existing short-form digital series; Purpose, Power, Impact Moments; where Hulisani shares short inspirational and motivational messages influenced by her personal experiences and insights.
Random Acts of Kindness; a limited digital series that sees Glade & Hulisani perform random acts of kindness on small business owners who need support in their business.
‘GIRL, LETS TALK’ #INMYERA EDITION; a special series called #InMyEra, every Wednesday on ‘Girl Let’s Talk’ on Kaya 959. The feature was executed on the ‘Feel Good with Andy Maqondwana’ show, with Hulisani Ravele as a guest host. Listeners nominated a woman in their life who deserves her flowers, no matter her era. The selected nominees were invited to the studio to tell their stories & Glade celebrated each of them with R4000 towards making their ‘ERA’.
Blooming forward...
The campaign is continually evolving, and the brand’s commitment remains - to empower and support women, through various initiatives. Glade will continue to drive the conversation around Make Africa Bloom as the overarching message, whilst implementing new ways that connect and resonate with its female audience.
