In his third year as brand spokesperson, WWE Superstar and actor continues to woo with humor and brawn
Lake Forest, Ill., February 11, 2019—Who’s ultra-strong, ultra-charming, and loves a good value? For the third straight year, WWE Superstar and actor John Cena is teaming up with Hefty® in the brand’s newest Ultra Strong™ trash bag ads launching today. The multimedia campaign, once again helmed by Havas Chicago, taps Cena’s intrinsic likability to tout the strength, quality and low price of these premium trash bags.
“John has truly invigorated the Hefty® brand as our spokesperson. His quick wit and connection with the audience, as well as the product, has brought the brand to life in a fun and engaging way,” said Lisa Smith, Vice President of Marketing at Hefty®. “Consumers will love the bit of fun we have had with these new ads, and we have loved sharing what makes Hefty® Ultra Strong™ so great—like Arm & Hammer™ Odor Control and superior strength at a low price everyone can appreciate.”
“I’ve really enjoyed being a part of Hefty’s signature humor over the last few years,” added John Cena, “Not afraid to have a little fun myself, this Ultra Strong partnership has been a natural fit—and the opportunity to break through walls and show off my strength has been an added bonus.”
With a mix of fun and burly wittiness that have become synonymous with the Hefty® brand, several pieces of creative content will appear on TV, digital platforms and across social media. In “Toddler,” a pair of doting women, and one admiring toddler, call on John using the “Hefty! Hefty! Hefty!” chant to bust through the aisle and save the day with the strength and affordability of Hefty® Ultra Strong™ Trash Bags. In “Checkout,” John’s interaction on the checkout line brings some surprising humor to a seemingly mundane task, all while highlighting the ultra-low cost of Hefty® Ultra Strong™ bags. “Scored,” a third spot, puts John behind the checkout counter, as he commends a woman’s Hefty® Ultra Strong™ purchase, enchanting and distracting her from a phone call with her husband.
“Our work with John continues to bring a completely new and unexpected energy to the trash bag category,” said Karen Goodman, Group Creative Director, Havas Chicago. “For these new spots, we wanted to continue the narrative John has helped build, while pushing the brand forward in its tone and messaging. These new spots are still just as fun and informative with a bit more flavor that consumers have loved.”
For more information about Hefty®’s Ultra Strong™ with Arm & Hammer™ Odor Control trash bag line, click here. The new television spots can be viewed here, here and here.
Reynolds Consumer Products is a leading provider of household products that simplify daily life so you can enjoy what matters most. Our Reynolds® and Hefty® brand products help make mealtime easier with preparation, cooking, cleanup, and storage solutions. Our namesake Reynolds® products include the iconic Reynolds Wrap® aluminum foil, Reynolds Kitchens® parchment paper, plastic wrap, oven bags, and slow cooker liners. The Hefty® brand is known for strong, dependable waste bags, slider bags, plates, and cups. Our products are available in the U.S. and internationally, including the Alcan® and Diamond® brands, which are leaders in their markets. For more information, and Hefty.com.
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.
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 orange trade dress are trademarks of Church & Dwight Co., Inc. www.armandhammer.com. Used under license by Reynolds Consumer Products LLC.