Reynolds Wrap Unspools Message

NEW YORK Bromley Communications has created an ad campaign for Reynolds Wrap Aluminum Foil that reaches out to U.S. Hispanics, as well as cooks in Puerto Rico, Mexico and Panama.

The “Pienselo bien” (“Think it over”) campaign from the San Antonio agency asks that shoppers make the right purchasing decisions. They might pay less for an aluminum foil substitute, but by choosing Reynolds Wrap, you will use less product and have more durability. Spots include 30- and 15-second executions highlighting uses for the foil.

Television and radio spots launched this month and will continue through December. The commercials are airing in Houston, Miami and Los Angeles, with several top Spanish-language radio groups running the spots on various formats. Online elements are also part of the rollout.

Based on strategic and budget considerations, print will not be part of the initial launch but could be considered in the future, said a representative for Bromley.

A query to Nielsen Monitor-Plus showed that there was no Hispanic advertising spend for Reynolds brands or for parent company Alcoa in 2006 or through August 2007.

“The underlying insights that are captured in this work are universal for Hispanics and Latin Americans, which is why the spots work beautifully in regions that are so diverse,” said Luisa Donis, group account director at Bromley Communications, in a statement. “Our creative team understood the high value that Latin households have for everything related to their kitchen, meals and food safety and that comes across in the work.”

This is not the first time that the San Antonio agency has created work to serve the U.S. and Latin America. Most recently, Bromley worked with Payless ShoeSource, a client of five years, for its outreach to Latin America.

Bromley has been the lead Hispanic agency since last year for Alcoa Consumer Products, makers of Reynolds Wrap Aluminum Foil, Reynolds Plastic Wrap and Reynolds Cut-Rite Wax Paper.