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Reynolds Wrap(R) Foil Launches New Ad Campaign: ''Real Life Tough''
RICHMOND, Va.--Reynolds Wrap® Foil, one of America’s
most recognized brand, today kicks off a new 21-week campaign that
features 30 and 15-second commercials designed to highlight brand
strength over store brand foils. Reynolds Wrap is one of the well-known
brands that are part of Alcoa’s Consumer
Developed by Saatchi & Saatchi, New York, the series of ads, titled
"Real Life Tough," exemplify the superior strength of Reynolds Wrap Foil
through examples of "real-life" situations and a dramatic side-by-side
demonstration. Scenes include footage of Reynolds Wrap Foil facing off
against some of the everyday challenges consumers experience in the
kitchen, at the grill and in between.
"We have heard time and time again in focus groups that consumers
recognize Reynolds Wrap’s superior strength
and performance," said Randy Zeno, Reynolds Consumer Products chief
marketing officer. "Since the strength of Reynolds Wrap can stand up to
the test, we felt it was important to clearly communicate this benefit."
Throughout the next few weeks, the Reynolds Wrap Foil ads will appear on
network programs on CBS and NBC; during Dr. Phil, Oprah and
Emeril Live; and throughout the day on cable channels such as
Food Network and Lifetime.
"We wanted to bring an emotional component to Reynolds Wrap by
connecting the brand to something she loves," said Zeno. "Consumer work
revealed she loves her kitchen because it’s
where life happens, it’s the heart of her
home, it’s where things get done."
Reynolds Kitchens’ home economists Pat
Schweitzer and Betty Morton, who have been featured in advertising since
1995, do not appear in this campaign. They will continue to play an
important role in the Reynolds organization and other marketing
vehicles, such as promotions and public relations.
About Alcoa Consumer Products
Alcoa Consumer Products is a global leader in the consumer packaged
goods industry, supplying high quality and trusted foil, film and paper
products to the retail and foodservice sectors. Within Alcoa Consumer
Products, there are four businesses that globally manufacture and market
branded and private label products. Reynolds Consumer Products is home
to many well-recognized brands such as Reynolds Wrap®
Aluminum Foil, Reynolds® Plastic Wrap and
Wax Paper. Other businesses include Presto Products Company, a major
supplier of products ranging from private label food and disposable bags
to packaging closures to soil stabilization materials; Alcoa Consumer
Products, the leading supplier of household wraps and bags in the U.K.;
and Alcoa Closure Systems International, a world leader in closure
systems for packaging and provider of quality products and service
support to the beverage industry.
About Saatchi & Saatchi, New York
Saatchi & Saatchi New York is the largest agency in the 143-office
Saatchi & Saatchi global network, part of Publicis Groupe, the world’s
fourth largest communications group.