The Iconic Hefty Chant Returns in a New Hefty Ultra Strong Ad Campaign
Hayley McGlone — July 18, 2016 — Marketing
Hefty's new ad campaign features John Cena and marks the return of the iconic Hefty chant to Hefty ads. As John Cena picks up the box of Hefty Ultra Strong trash bags the "Hefty! Hefty! Hefty!," chant echoes in the grocery store.
The ad also features a modernized twist on the brand's 1980s marketing campaign of the Hefty/Wimpy rivalry. After John Cena picks up his box of Hefty trash bags and hears the Hefty chant, actor Rob Schneider chooses the non-Hefty 'Wimpy' brand product and is subjected to the "Wimpy, Wimpy, Wimpy" chant in return. Hefty is using iconic ad campaign aspects to target a new generation of consumers. Featuring an icon like John Cena will help Hefty ads stand out as humorous and creative with the Millennial generation of consumers.
The ad also features a modernized twist on the brand's 1980s marketing campaign of the Hefty/Wimpy rivalry. After John Cena picks up his box of Hefty trash bags and hears the Hefty chant, actor Rob Schneider chooses the non-Hefty 'Wimpy' brand product and is subjected to the "Wimpy, Wimpy, Wimpy" chant in return. Hefty is using iconic ad campaign aspects to target a new generation of consumers. Featuring an icon like John Cena will help Hefty ads stand out as humorous and creative with the Millennial generation of consumers.
Trend Themes
1. Revitalized Iconic Slogans - Opportunity for brands to bring back and modernize their iconic slogans for a new generation of consumers.
2. Celebrity-driven Advertising - The use of well-known personalities like John Cena in advertising campaigns can create a memorable and engaging experience for consumers, opening doors for collaboration opportunities with celebrities.
3. Nostalgic Marketing - Capitalizing on nostalgia by refreshing and reusing past marketing campaigns can resonate with consumers and create emotional connections, potentially leading to increased brand loyalty.
Industry Implications
1. Advertising - Innovative advertising techniques that leverage iconic slogans and celebrity endorsements can help brands break through the clutter and connect with target audiences in new and exciting ways.
2. Consumer Goods - Consumer goods companies can revitalize their brands by tapping into nostalgia and incorporating iconic slogans, ultimately attracting new customers and re-engaging existing ones.
3. Entertainment - The entertainment industry can explore collaborations with brands to incorporate their iconic slogans and create engaging advertising campaigns that resonate with both their fan base and new audiences.
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