John Cena combines strength and humor for Hefty® in new campaign showcasing the brand’s best bag ever for a new low price
Lake Forest, Ill, July 18, 2016 — Inspired by the classic “Hefty! Hefty! Hefty!” chant, which became a consumer phenomenon in the 1980s, Hefty® and Havas Worldwide Chicago today introduced a national campaign unveiling a fresh take on the famous slogan to launch the brand’s Ultra Strong™ trash bags—Hefty®’s best bag ever for a new low price. The campaign stars WWE Superstar John Cena alongside established actor and comedy star Rob Schneider. Cena’s character, which embodies Hefty®’s strength, takes a few subtle jabs at his wimpy counterpart, played by Schneider, to infuse the classic storyline with muscles, wit, and hilarity. The comprehensive advertising initiative marks a significant investment for the brand, and the new line represents Hefty®’s first trash bag portfolio refresh in years.
"Hefty® Ultra Strong™ represents a significant leap in the performance of our trash bags,” said Lisa Smith, Vice President of Marketing at Hefty. “We thought the best way to share this exciting product evolution was by utilizing John Cena and Rob Schneider to reintroduce ‘Hefty vs. Wimpy’ as well as the ‘Hefty! Hefty! Hefty!’ chant that everyone knows and loves in a modern way and with a humorous twist.”
Hefty® worked with Havas Chicago to develop a multimedia product launch campaign that spans various platforms including TV, digital, and social media. The ads incorporate the Hefty® trademark witty humor to clearly demonstrate the new product’s decreased price and improved strength in a powerful and memorable way—trashing the tired garbage bag advertising mold. From flexing pectoral muscles in the checkout line to “average-man-turned-Cena” transformations in-aisle, the spots highlight the strength, savings, and smarts that come from buying Hefty®’s new Ultra Strong™ trash bags. Leveraging the brand’s equity in the triple-Hefty® tagline, these quick quips serve to revive the classic chant in an exciting way that will leave viewers saying, “Hefty! Hefty! Hefty!” over and over again.
“We didn’t want to show another mom in the kitchen needing a strong bag to help her clean up after her messy family. That’s just not how life is anymore,” said Havas CCO Jason Peterson. “Our target is a varied group and these amusing, unconventional ads will speak to them in a way a trash bag company hasn’t before.”
Hefty® created its best bag ever by integrating the latest trends with consumers’ preferred features. Hefty® Ultra Strong™ trash bags are powered by Arm & Hammer™ odor control and come in a variety of scents. The new line of trash bags also includes improved strength and a break-resistant drawstring. Product details include:
- ARM & HAMMER™ patented odor neutralizer
- Fresh, invigorating scents, including Clean Burst™, Tropical Paradise™, Lavender & Sweet Vanilla™, White Pine Breeze™, Crisp Orchard Apple™, Citrus Twist™, Pomegranate Mist™ and Scent Free
- Active tear resistant technology for better puncture-resistance
- Break resistant grip drawstring that prevents the bag from falling inside the can
- 100% satisfaction guarantee: Hefty® can handle all your trash bag needs, or your money back
For more information, please click here. Campaign spots can be viewed here, here and 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.ReynoldsKitchens.com and www.Hefty.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.
About Church & Dwight
Church & Dwight Co., Inc. manufactures and markets a wide range of personal care, household and specialty products, under the ARM & HAMMER™ brand name and other well-known trademarks.
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.