Yes, you read that title right. Hefty casted “cool moms who party hard” to sell their red Ultimate cups in under 50 seconds.
These moms utilize the most cringeworthy slang that teens are notorious of using today including, but not limited to, “on fleek” and “#blessed”.
This campaign is arguably one of the most successful campaigns a household-goods company could produce. I mean, how riveting can a commercial about napkins and disposable silverware be?
Here’s three reasons why this campaign worked:
- The juxtaposition of the stereotypical suburban mother using meme slang.
- The moms are actually telling a story plot that adds to the branding of Hefty Ultimate cups being the go-to brand.
- It resonates with both moms who are most likely doing the grocery shopping and the young adults who party.
We’re constantly bombarded with ads that are exited out of after 5 seconds. At this point, nothing is more overdone than showing a party scene, fast car speeding on the highway, or coffee shop encounter, within the first 5 seconds of the ad. All of these familiar scenarios have become mundane. Even a mom talking in her kitchen has become a repeated setting. However, a mom in a pastel cardigan opening with, “We got turnt last night”, completely changes the dynamic and expectations of an ad.
Hefty was also smart to not cast teens for these scripts. It would inefficiently poke fun at teens without doing anything really different, and turn young adults off because we’d all like to think that we don’t sound that absurd when we say “too many thirsty girls were all up on Jamie’s bae”.
Secondly, while the ad is mostly cramming in as much slang as possible, the story plot by the mom actually makes sense. She talks about taking over the playlist, ice luges, and dancing on the kitchen table. When listening about the mom’s “night”, the young adult audience envisions every scene depicted and relates them to similar nights they’ve had. What makes it not so cliche is that the speaker isn’t the classic college student.
This is where Hefty has separated themselves from the Red Solo Cup brand, which is championed through the self-titled country song by Toby Keith and college culture. Had Hefty tried to brand itself also as the go-to college cup, it would look like a sad copycat of Solo.
Red Solo Cups are also known for being cheap and cracking. The subtle branding #partyhardmoms also attests to its product which guarantees to be crack-resistant. The ad humorously relates to the idea of how Hefty Ultimate cups can withstand the test of these moms’ wild party habits.
Lastly, this ad resonates with suburban moms who hear their kids use this laughable language all the time. The classic joke in ads these days is that parents are outdated on what their kids are saying due to memes, slang, and texting language. Hefty turned this trope around and associated “hip” parents with their brand.
This ad also resonates with young adults who realize how ridiculous our colloquialisms are, without attacking or degrading it. Many of the YouTube comments laughed along and said, “Oh my god…this is me as a mom” and “Wow this is literally the future generation of mothers in 20 years”.
The best part of this campaign is that it reaches multiple generations and doesn’t force a generic universal message that any generation can relate to — it bridges the gap.