Hefty: Pumpkin spice trash bags

Hefty, an American brand of household products, launched limited edition pumpkin spice trash bags in the US to spark conversation and awareness of its Ultra Strong kitchen bags.

The Situation

The market for trash bags is highly commoditized, so leading premium brands like Hefty focus much of their resources amplifying differentiating product features.

Heading into the fall of 2022, the brand was placing a major emphasis on the continuous odor-control traits of its Ultra Strong kitchen bags, which pair patented Arm & Hammer odor neutralizers with a variety of fresh-scent options.

It's a top-of-the-line product, with a clear challenge: Awareness among waste-bag buyers, particularly Millennials.

The Insight

Millennial don't typically chat or think about garbage bags unprompted, so Hefty knew it needed to find a relevant way into...

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