Cirque du Soleil® joins Glade® in a year-long partnership demonstrating that scent can inspire emotion and artistryRACINE, Wis., Oct. 22, 2014 — (PRNewswire) — Glade® and Cirque du Soleil® announced today a partnership to prove there is more to scent than meets the nose. As expressed through the artistry of Cirque du Soleil, the year-long partnership will demonstrate how any of the 37 Glade® fragrances can incite emotion, spark the imagination and arouse the senses.
Beginning with an immersive, multi-sensory experience on Wednesday, October 22, Cirque du Soleil will transform Madison Square Park in New York City into a dreamland. Animators and acrobats 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.
"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, Senior Vice President 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."
Cirque du Soleil is known for producing high quality productions telling each show's story through captivating theatrical performances, stunning acrobatics, dramatic music and lighting. 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.
"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."
As the worldwide leader in home fragrance1, Glade® can help unlock a variety of positive emotions through scent. Glade® has been a fragrance leader for more than 50 years, growing from two products to 37 fragrances in an ever-evolving range of product forms.
1Nielsen-affiliated databases for Home Fragrance covering North American, European, South American, and Asian markets for the 12 months ending June 2013.
About SC Johnson
SC Johnson is a family company dedicated to innovative, high-quality products, excellence in the workplace and a long-term commitment to the environment and the communities in which it operates. Based in the USA, the company is one of the world's leading manufacturers of household cleaning products and products for home storage, air care, pest control and shoe care. It markets such well-known brands as GLADE®, KIWI®, OFF!®, PLEDGE®, RAID®, SCRUBBING BUBBLES®, SHOUT®, WINDEX® and ZIPLOC® in the U.S. and beyond, with brands marketed outside the U.S. including AUTAN®, TANA®, BAMA®, BAYGON®, BRISE®, KABIKILLER®, KLEAR®, MR MUSCLE®, and RIDSECT®. The 128-year-old company, that generates $9 billion in sales, employs nearly 13,000 people globally and sells products in virtually every country around the world. www.scjohnson.com
About Cirque du Soleil
The company, which celebrates its 30th anniversary in 2014, has brought wonder and delight to close to 150 million spectators in more than 300 cities on six continents. Cirque du Soleil has close to 4,000 employees, including 1,300 performing artists from close to 50 different countries.
For more information about Cirque du Soleil, visit www.cirquedusoleil.com.
To find out more about the ONE DROP Foundation, visit www.onedrop.org.
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SOURCE SC Johnson
Cirque du Soleil