Hefty Designs ^®
Product Positioning -
Free-Standing Newspaper Insert

As Hefty enjoyed its dominance in the plastic trash bag industry, it began to develop other items to make life easier. Part of this expansion included buckets, new trashbaskets, hampers... even some kitchen items like beverage containers.

Hefty asked for a unique positioning that could be initiated via Free Standing Inserts, or FSIs. Among the positioning they wanted was the fact that Hefty's products would people's lives easier.

The FSI shown here used the theme that a housewife could "Get a Maid, or have it Made" using Hefty products. Based on the redemption analysis, the campaign proved to be a great success.