Reynolds Cut-Rite Wax Paper


How to convince consumers to increase product consumption.


  • 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.


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

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