LAKE FOREST, Ill., July 17, 2017 /PRNewswire/ -- 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, 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 co-star 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 U.S. "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 Hefty®'s Ultra Strong™ with Arm &
Hammer™ Odor Control trash bag line, click here. The new campaign
spots can be viewed 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.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.
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SOURCE Reynolds Consumer Products LLC