For the launch of Hefty Ultra Strong trash bags, Hefty’s strongest bags yet, we decided to bring back the brand’s iconic HEFTY! HEFTY! HEFTY! chant. However, reviving a 30-year-old tagline in a fresh and culturally relevant way is no small feat—especially when it’s for a product that everyone uses, but no one really thinks about. So, tapping strong man John Cena, our brand’s sense of “Hefty® humor,” and a bit of brawn, we brought the brand back into the cultural conversation.
From flexing pectoral muscles in the checkout line to average-man-turned-Cena transformations in-aisle, the campaign highlights the strength, savings, and smarts that come from buying Hefty’s new Ultra Strong waste bags. Through a fully-integrated, multimedia product launch campaign that spans TV, radio, online video, display, and social media, we’ve successfully begun talking to consumers about trash bags in a way they haven’t been spoken to before—and got them talking about Hefty again in the process. Our double-digit increases in sales numbers aren’t too shabby, either.