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March 27, 2007

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 Products business.

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 Reynolds® Cut-Rite® 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.