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The First "Brown-in-Bag" Cooking BagClient: Reynolds Metals Co. (presently Alcoa) SIR helped Reynolds' Brown-in-Bag -- the world's first-ever oven roasting bag -- really get cookin'. Reynolds, following its traditional new product launch recipe, first positioned Brown-in-Bag as the latest "cooking innovation" and introduced it in key test markets with heavy advertising support. High levels of awareness were achieved in a few months. First time usage and repeat purchase followed. As time went on, however, brand and advertising awareness fell despite continuous and heavy advertising support. Sales declined. What had happened? SIR was called in to find the answer. Through telephone surveys among a cross-section of women, SIR's research revealed that while Brown-in-Bag's introductory advertising effort had appealed to early adopters -- cooking enthusiasts -- it had not registered in any meaningful way with the larger audience of homemakers. SIR's research also uncovered a fundamental consumer insight --the larger audience was not interested in new cooking utensils or techniques, but rather new dishes and recipes. The conclusion: The best way to heat up Brown-in-Bag's stalled introductory campaign was to reposition the product as a "cooking lifestyle." Given this actionable insight, SIR worked with Reynolds' marketing team to determine which recipes had the most appeal to the most number of people. These easy-to-prepare, scrumptious recipes using the Brown-in-Bag were included in the advertising. The rest was history as sales heated up and Reynolds rolled out its Brown-in-Bag across the country. |
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