Hefty has expanded its relationship with spokesperson John Cena to cover the brand’s full portfolio, spanning trash bags, food storage and tableware, as part of a new “Strong Choice” campaign, per details shared with Marketing Dive.
“Anchored by John Cena, this campaign represents a natural evolution toward a more unified Hefty brand, centered on a single, powerful attribute: strength,” said Brienne Neisewander, vice president of marketing at Hefty, in emailed comments.
In two 15-second spots, Cena highlights a person’s strong choice, like “cleaning fish in her clean kitchen” and “up 'til 3 a.m. creating the perfect centerpiece for the preschool party,” that is tied to a solution provided by a specific Hefty product. A six-second ad features Hefty party cups and a set of triplets. The campaign was created with agency McCann, with Hearts & Science on media and Edelman on public relations. It will roll out nationally across linear TV, connected TV, digital and social channels this month.
Cena, the actor and retired professional wrestler, has spent 10 years as the ambassador for Hefty’s trash bags and will now bring his mix of physical strength, sense of humor and confidence to a wider array of products from the brand.
“John’s strength has always gone beyond physical power, and today it comes through in ways that feel more personal and relatable than ever,” said Jordan Doucette, chief creative officer at McCann Canada, in emailed comments. “That evolution has allowed us to expand our storytelling around everyday choices. ‘Strong Choice’ is a flexible, enduring platform that keeps the work fresh while uniting the full Hefty portfolio.”
Hefty parent company Reynolds Consumer Products saw Q4 net revenue increase 1% year over year despite commodity, tariff and consumer headwinds. The company's strong fourth quarter was driven by share gains across the majority of categories, including by Hefty’s waste bags, food bags and party cups, per an earnings call.
Brands can see him
Over the years, Cena has played up his persona in Hefty ads, including one that features his actual mother doing his wrestling moves and another that demonstrates what happens when an “unstoppable force meets an immovable raccoon.” For Cena, the continued relationship with Hefty builds on years of person-to-person contact with brand representatives.
“I know in the advertising world, ‘campaign’ and ‘spokesperson,’ those words might be thrown around a little bit,” Cena told Marketing Dive. “This is a partnership, and I think that's that's why consumers enjoy it, because they can see it's authentic.”
Along with starring in a range of feature films and as the titular character in HBO Max’s “Peacemaker,” Cena has increasingly played a role in marketing and has been featured in major campaigns from McDonald’s and Honda. Building on his experience in film, TV and the wrestling ring, he works to deliver authenticity — and riff on his on-screen persona — in his advertising work.
“I want advertising agencies to be creative… I like big ideas. You used to be able to be lucky enough to tell a story in 60 seconds. Now, sometimes you’ve got to tell it in four,” Cena said. “I lean on the experts, and when something resonates with the experts and myself, it's time to go to work.”
While Cena retired from in-ring competition in December following a 23-year career, he believes that WWE will always be a part of his life. Cena was the main attraction for WWE for years as it emerged from an IPO in 1999 through its 2023 merger with UFC parent Endeavor that valued it at more than $9 billion. Along the way, WWE has increasingly partnered with brands, including ones as varied as Minute Maid, Maybelline and Dude Wipes.
“It's fantastic to see not only the growth in the production of the product, but the growth in the awareness, and what's great is that brands realize we reach a tremendous global audience 52 weeks a year,” Cena said of WWE’s value to marketers. “I think that's what brands are realizing now, and the WWE branding office has been incredible in making sure to secure those relationships.”
