Iconic “Hefty! Hefty! Hefty!” Chant Makes a Comeback in Hefty®’s New Ultra Strong™ Trash Bag Campaign

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.–(BUSINESS WIRE)–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.

Contacts

Havas Formula
ReynoldsBrands@havasformula.com
619.234.0345
or
Havas
Worldwide Chicago
Mariana Parke
Mariana.parke@havasww.com
312.640.3296

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