Hefty makes a brawny claim about reducing waste

One of the biggest challenges when it comes to recycling and reducing waste is in educating people on what it is, why it matters, and how to do it, all while not boring people to death about it, or coming off as preachy. Hefty takes on that messaging hurdle with a little humor and smartly keeps the details vague.

Another issue with marketing a brand’s waste reduction is in equating it to something people can understand. How do you wrap your head around the fact that globally we produced 275 million metric tons of plastic waste in 2010! You can’t. People need a frame of reference to understand these abstract numbers, and this campaign does that with the help of a somewhat goofy strongman pulling a passenger jet, which represents the weight of the plastics that Hefty has managed to reclaim.

Once interest is piqued, people are taken to a micro-site that explains in more detail Hefty’s sustainability efforts: Hefty Sustainability.com

And what they’re doing is actually pretty cool and innovative. They have created a special bag in which to put hard-to-recycle plastics (those that are not accepted by most residential recycling programs) such as plastic food packaging, straws, candy wrappers, etc., which would otherwise most certainly end up in a landfill, in a tree, or choking the windpipe of a seabird.

Why it’s hot:

1. It doesn’t require you to identify as “green” in order to get it: A lot of “sustainable” brands lean into the lifestyle of the eco-conscious in their messaging, but that can turn off a lot of people who don’t identify that way. For a nationwide brand like Hefty, it makes more sense to stay away from identity and focus on their product and accomplishments.

2. It’s not much of an accomplishment actually, but it’s a start, and it’s backed up by action: Given the fact that more than 8 million tons of plastic are dumped into our oceans every year, a well-informed consumer might scoff at Hefty’s accomplishment of converting one measly airliner’s worth of hard-to-recycle plastic into new materials. But they have a model that helps collect plastics that you can’t normally recycle, and uses their product in a way people are already using it to do so.

3. Mining trash is actually a way to generate revenue: This is a mostly untapped market for raw materials, which is essentially TerraCycle’s business model, of gathering material others can’t (or won’t) and reselling it, which had it earning $20+ million in revenue in 2018.

Source: Marketing Dive

One Brand’s Trash is Another’s Treasure

To align with Columbus Day, Astral Tequila presented “Columbus Day: A Reenactment,” an ad starring Jonathan Goldsmith, the Artist Formerly Known as the Most Interesting Man in the World.

 

At the end of the video, Goldsmith breaks the fourth wall to address us, the viewing audience, directly: “That is pretty much how it happened.” Cue a close-up of a bottle of Astral Tequila and, on-screen, “Happy Columbus Day.”

To say that Columbus’ legacy is complicated is a vast understatement.

When you touch upon this realm, there’s sure to be backlash, but they’re not taking sides, they’re making light of what we know as the facts: An explorer set out for India and landed in a new world, one already inhabited albeit, although he claimed to have found it.

“Our spot is simply lampooning Christopher Columbus’ journey,” says Astral VP-Marketing Joen Choe in a statement provided by Erich and Kallman, the agency of record for the Davos Brands tequila. Choe added that Columbus “set out for India, but bumped into America instead. We are certainly not making light of any historical events.”

Why Its Hot:

I’m steering clear of the controversial nature of “Columbus Day” theme and going for what I like most about this spot: re-purposing of a commercial celebrity. It reminds me of the ‘can you hear me now’ guy’s resurrection by Sprint. One brand’s trash is another’s treasure!