Reynolds Cut-Rite Wax Paper

Problem:

How to convince consumers to increase product consumption.

Solution:

• Leverage consumer’s emotions (nostalgia, thoughts of family) toward a product formerly thought of as a commodity.
• Created a positioning leveraging the consumer insight coupled with modern product applications.

CenterBrain Positioning Breakthrough:

The kitchen tradition that does more today than ever before.

Results:

• New positioning incorporated in packaging and sales promotion in 1995.