¡Piénsalo Bien! – Reynolds Wrap
BUSINESS SITUATION AND CAMPAIGN OBJECTIVES
Breaking the routine of buying aluminum foil by inertia... not quality.
Buying the same toothpaste, using the same soap, and drinking the same coffee are low involvement decisions. Then, one day, you switch up your routine, love the change, and ask yourself, “why didn't I do this sooner?” Believe it or not, that's how it is with aluminum foil. Everyone knows that Reynolds Wrap is the foil, but we learned that many Hispanic women had fallen into the habit of purchasing the “good stuff” (Reynolds Wrap) and the “cheap stuff” (Private Label), for use in different tasks.
Today's supermarket environment is extremely competitive with not only multiple brands slugging it out on store shelves, but also lower priced store brands or private labels. In addition to this challenge, there was that challenge of perception. Only 38% of Hispanic consumers viewed aluminum foils as being “very different” from each other. For some, to say that almost 4 out of 10 people clearly differentiate your product is a win, for us, it was an opportunity to show the other six that our product was superior.