April 17--A new online ad campaign for Hefty disposable plastic cups has tapped some unusual spokeswomen: middle-aged moms who look like June Cleaver but party like Lindsay Lohan.
The videos, which launched Thursday on Facebook and YouTube, depict seemingly demure moms unpacking groceries, folding laundry and reading books. Each then breaks into slang-laden tales of their hard-partying adventures -- everything from "twerking at a foam party" to getting "turnt" and crashing a neighbor's hot tub.
The close: Hefty's iconic red plastic party cups, a longtime staple at college keggers, were the drinking vessels of choice.
The incongruous image of moms as party animals is just what Lake Forest-based Hefty is looking to convey in the digital-only, social media campaign.
"Traditionally mothers are cast in one light: wholesome caregivers for their children. But the reality is moms are much more complex and multifaceted," said 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."
The campaign was created by Havas Chicago to promote Hefty's new crack-resistant plastic cup, a potentially important feature for extreme partying utility. Trading in mom's apple pie for apple ale may not be such a "cray" marketing approach, especially if the videos get some social traction.
"We wanted to give everyone -- even moms -- the permission to turn into crazy party animals," said Jason Peterson, the agency's chief creative officer. "Showing these middle-aged moms speaking in the teen vernacular just took it to (a) whole new level."
rchannick@tribpub.com
