¡Piénsalo Bien! - Reynolds Wrap

Hispanic consumers had been moving away from Reynolds aluminum foil, the premium brand leader, in favour of cheaper private label alternatives, believing there was little difference between them.

¡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 thefoil, but we learned that many Hispanic women had fallen into the habit of purchasing the “good stuff” (Reynolds Wrap) and the “cheap...

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