Glade Teams with Cirque du Soleil

Glade and Cirque du Soleil have formed a year-long partnership that kicks off today in New York City with an “immersive, multi-sensory experience.”

Accordinv to SC Johnson, Cirque du Soleil will transform Madison Square Park in New York City into a dreamland with animators and acrobats who will alter the park landscape as various scents fill the air.  Inspired by Glade fragrances Pumpkin Pie Diner, Apple Cinnamon, Red Honeysuckle Nectar, Cashmere Woods and Clean Linen, the visual animation will shift as each scent elicits a different emotion and artistic expression.
 
“What we've developed for Glade is unlike anything we've ever done before,” says Cirque du Soleil's corporate alliances senior director Louis Malafarina. “Fragrance has the power to elicit a specific feeling or emotion, or in our case, inspire us to imagine a new one.”
 
“Cirque du Soleil is one of the most innovative brands in the world – they are a great partner to bring-to-life the power of Glade scent as a driver to emotion and creative expression,” says Kelly M. Semrau, SVP of  global corporate affairs, communication and sustainability, for SC Johnson. “We look forward to the year ahead and Glade playing the part of catalyst to Cirque du Soleil's special performance.”

As part of the year-long partnership, Cirque du Soleil and Glade will bring people across the country scent-inspired surprise special performances, testimonials from Cirque du Soleil experts, and more, according to SC Johnson.