It’s a family affair for the WWE Superstar and actor, who brings reinforcements to continue touting the ultra strength and ultra low price of Hefty’s best bag ever
Lake Forest, Ill, July 17, 2017 — He’s back. After successfully launching Hefty® Ultra Strong™ trash bags with a creative campaign that invigorated the memorable “Hefty vs. Wimpy” theme and iconic “Hefty Hefty Hefty!” chant, Hefty® is welcoming back WWE Superstar and actor John Cena as the star of its latest Ultra Strong™ trash bag ads launching today. New to the multimedia campaign, which was created by Havas Chicago for the second year in a row, is his real-life mom, Carol Cena, who stars as herself to prove that mother knows best when it comes to buying the very best trash bags offering high performance quality at an ultra low price.
“Incorporating John Cena’s mom brings a fresh approach to a campaign that has helped energize and modernize the brand,” said Lisa Smith, Vice President of Marketing at Hefty. “Her performance adds a humorous twist to the ads consumers have enjoyed over the past year. It also helps reinforce the key qualities of the Hefty® Ultra Strong™ line they love, with features like Arm & Hammer™ Odor Control and Triple Action technology at an ultra low price.”
John Cena adds, “I couldn’t have asked for a better costar than my mom. She has an amazing sense of humor and is the epitome of a strong woman having raised five boys. Her comedic chops really shine through, and I’m excited for the world to see just how funny she is.”
The ads, which span TV, digital and social media, once again incorporate Hefty®’s trademark witty humor, brains and brawn to demonstrate the bags’ incredible strength and low cost in a memorable way. In “Mom Knows Best,” Carol Cena joins John in the grocery aisle to deter a shopper from buying a Wimpy trash bag. Carol uses a more physical approach on the unsuspecting shopper to suggest Hefty® Ultra Strong™ bags as a better option. A second spot, “Waiting Husbands,” features John explaining the benefits of Hefty® Ultra Strong™ strength and savings to three infatuated women, while their unknowing husbands are left impatiently waiting at the front of the grocery store.
“For this campaign, we knew we wanted to stay true to our original concept, which went away from a typical ‘kitchen-mess’ scenario and used pop culture relevancy to speak to Hefty’s audience,” said Jason Peterson, Chairman and CCO of Havas North America. “We’ve taken classic elements from the brand heritage and brought them to life in an edgier, unconventional way. This time around we used relatable tongue-in-cheek situations, like flirtatious women and John Cena’s real-life mom, to speak to Hefty consumers more authentically.”
For more information about the Hefty® Ultra Strong™ with Arm & Hammer™ Odor Control trash bag line, click here. The new campaign spots can be viewed here.
About Reynolds Consumer Products LLC
Reynolds Consumer Products provides quality household essentials and world-class brands. Hefty® is best known for strong, dependable waste bags; but is also a leader in slider bags, foam plates, and plastic cups. Our namesake Reynolds® products include the iconic Reynolds Wrap® aluminum foil; Reynolds® brand parchment paper, oven bags, slow cooker liners, and baking cups; and Cut-Rite® wax paper. Our products are available in the U.S. at mass merchants, grocers, and other retail stores and in approximately 100 countries throughout the world. For more information, please visit www.Hefty.com, www.facebook.com/Hefty, and www.ReynoldsKitchens.com.
About Havas Chicago
Havas Chicago is an agency committed to reinvigorating iconic American brands through cultural relevance. We bring an unmatched understanding of Millennials’ mindsets and behaviors, and a passion for embracing the emerging trends shaping business and pop culture. Part of Havas Worldwide (Euronext Paris SA: HAV.PA), a leading integrated marketing communications agency and the first to be named Global Agency of the Year by both Advertising Age and Campaign in the same year, we fuse an independent spirit with global scale, and are united by a shared mission to be the world’s best company at creating meaningful connections between people and brands through creativity, media and innovation. Learn more at our website: www.chi.havasworldwide.com, our blog: www.havashivemind.com, or follow us on Twitter: @HavasWWChicago, Facebook: https://www.facebook.com/HavasChicago, and Instagram: @HavasChi.
ARM & HAMMER, the ARM & HAMMER logo and the distinctive trade dress are trademarks of Church & Dwight Co., Inc. www.armandhammer.com. Used under license by Reynolds Consumer Products LLC.