Alcoa Metals - Cut-Rite Wax Paper
Problem:
How to convince consumers to increase product consumption.
Solution:
Leveraged 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.