Hefty’s latest product sounds like they’ve given up on ad agencies

Trivia : A long time ago, I used to work as the IT guy for some major advertising agencies in Dallas. I’m talking multiple Clio awards on the creative director’s shelf kind of ad agencies. I was the proverbial “fly on the wall” for the most part, just fixing the busted computers while the creative geniuses got into arguments with the account execs and project managers about visions, production deadlines and where to have lunch.

Some of the things the agencies came up with for a product were completely off the wall nuts. Some ideas would never get in-house approval. Some ideas were torn apart by a ruthless client. But overall, I would say 90% of the ideas the agencies came up with were groundbreaking. Amazing ideas that would make you wonder what exactly was in those lunch orders they had delivered.

So from my completely inexperienced “fly on the wall” perspective, it makes me sad to see products like this that actually make it all the way to the store shelves. Hefty trashbags in this particular case.

Allow me to present exhibit A…

Heftys Latest 1

Soooo the latest Hefty flagship product… “keeps your garbage in the dark”? Really? That’s the best tagline to put on the box? I mean, isn’t trash always in the dark?

Maybe the other side of the box has something better.

Heftys Latest 3

No. Seriously. You’re kidding. Please. “Hides Garbage And Spills Inside the Can?” Comparing a black trash bag to a white trash bag? Black trashbags are now “only from Hefty”? Just no. Hell no.

Here’s what I think. Somebody in the Hefty company said “Hey! I have a computer! I won a blue ribbon in 5th grade for my coat hanger diorama project! I will design our product packaging! We don’t need no stinking ad agency! Look! Look! I can do it! Look!”

Aaaaand this is the crap that made it out the door.

Heftys Latest 2

“Hides the mess. Hides the Garbage. Hides the Smell.”

Hefty? Get an ad agency. Or get your old ad agency back. Seriously. This is beyond pathetic.

UPDATE: That large tomato splat and debris on the floor was from the previous trashbag. And yes, I seem to have forgot the coupon at checkout. Observant!!

3 thoughts on “Hefty’s latest product sounds like they’ve given up on ad agencies

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