How Hefty Got Millennials to Flip Over Its Party Cups
Despite its standing as the top-selling branded party cup in America, Hefty still lagged in awareness and relevance in the key Millennial demographic. Even worse, many of them referred to the product by the name of Hefty’s biggest competitor: the SOLO Cup.
Our Strategy & Activation
To accomplish our goals and take back the party cup category, we needed to design an experience that would not only educate consumers on the benefits of choosing Hefty, but also forge bonds that drove consideration in the grocery aisle.
Equipped with a larger-than-life inflatable party cup, we brought the party to three MLB stadiums, encouraging consumers to get their friends together and experience what it means to #PartyHefty.
Upon entering the footprint, consumers registered their team to participate in the ultimate Flip Cup Tournament before moving on to the t-shirt press, where they made their own custom team uniforms. After a few rounds of flip cup fun, teams could capture the moment at our GIF booth, which allowed for social media sharing and amplification.
At each location, teams could meet alumni of the Cardinals, Pirates, and Angels, while one lucky team was selected to win our ultimate prize: an all-expenses-paid trip to Miami to compete in the Hefty Flip Cup Challenge Championship at the MLB All Star Game.
All in all, baseball fans across the country played well over 300 games of flip cup and earned Hefty 13 media placements as a result. Add in 48 influencer posts and Hefty had a program that left millions of impressions on consumers across the country – 123 million of them, to be exact.