They may have played beer pong with red Solo cups in 1999, but moms have upgraded to crack-resistant party cups in Hefty’s sharp and funny new campaign by Havas Worldwide Chicago.
Three new ads all open on a wholesome PTA-stereotype mother in a docile environment (folding laundry, reading a book, unpacking groceries). But then they open their mouths, and their monologues aren’t quite what you’d expect.
The moms detail party scenes in what can only be described as 2015-speak (“Bye, Felicia,” “bae” and the hideous “on fleek” make the cut) as they reference current and younger-targeted social networks like Snapchat and Tinder.
Hefty says the humor is rooted in a truth that’s rarely addressed in typical CPG marketing-to-mom efforts. “Traditionally mothers are cast in one light: wholesome caregivers for their children. But the reality is moms are much more complex and multifaceted,” says Lynnette Hinch, director of marketing for Hefty Cups.
“Their social networks are extremely important to them, and time spent with friends is often a welcome escape from the drudgery of daily life,” adds Hinch. “We decided to activate that sense of fun, juxtaposing their routine tasks with recaps of epic ragers from the night before. In essence, we’re giving moms permission to party harder with the ideal party cup from Hefty.”
Why It’s Hot
It’s an interesting take on advertising to moms that I haven’t seen yet. Having a little comedy thrown into what would be a normal CPG campaign is always entertaining as well. The only thing I thought was weird was that they didn’t include much branding!