Updated: December 20, 2015
Originally Published: April 23, 2015
Hefty Ultimate Cups, often seen as the budget-friendly alternative to the iconic red Solo cup, has launched what could be described as a groundbreaking digital marketing campaign. Released last week on Hefty’s Facebook page, these ads transform everyday moms into #PartyHardMoms, outfitting them in traditional PTA attire and having them recount their wild party adventures using hilariously exaggerated teen slang.
Lines like “Get over here, girl, this party is tight,” and “Bottles were poppin’ and the ice luge was on fleek” take on an absurd twist when delivered by these prim and proper moms, who talk straight to the camera while engaging in mundane tasks like unpacking groceries and folding laundry.
Lynnette Hinch, Hefty Cups’ director of marketing, noted in the campaign’s press release, “Traditionally, mothers are portrayed as wholesome caregivers. However, the truth is that moms are far more complex and multifaceted.” This statement seems to overlook the reality TV landscape, where figures like Lisa Vanderpump and other #PartyHardMoms reign supreme. Perhaps this is where the inspiration for the campaign was drawn. Hinch elaborates, “Moms value their social networks, and spending time with friends serves as a much-needed escape from daily life’s monotony. We aimed to tap into that sense of enjoyment… Essentially, we’re giving moms the green light to embrace their party spirit with the ultimate party cup from Hefty.”
I, for one, would definitely swipe right on that concept. My daughter, however, found the videos to be a riot, laughing so hard she nearly lost control. After her laughter subsided, she shot me a serious look and said, “Mom, don’t even.”
Oh well, bye, Felicia!
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In summary, Hefty’s #PartyHardMoms campaign cleverly combines humor and relatability, allowing moms to embrace a more fun and liberated identity while enjoying the simplicity of their Ultimate Cups.