via Mike Kazaleh’s Cartoon Research
For day 3 of our “Reynolds Wrap Packaging week” we want to reflect on Reynolds Wrap’s packaging business.
Although they launched their flagship “Reynolds Wrap” brand in 1948, the company started out as a packaging business in 1919.
The Reynolds Metals Company was founded in 1919 as the U.S. Foil Company in Louisville, Kentucky by Richard S. Reynolds, Sr., nephew of tobacco king R. J. Reynolds. Initially, the new company supplied lead and tin foil wrappers to cigarette and candy companies.
from Wikipedia’s entry on Reynolds Group Holdings
Reynolds Wrap and Big Tobacco
Grant Simmons of Grantray-Lawence Animation created the Reynolds Wrap Aluminum Packaging commercial above. His observant little girl ruminates briefly about the smoking habits of adults.
Hello. I observe. (That means I notice what’s going on.) And, by observing grownups who smoke, I observe that all the leading cigarettes are protected by aluminum foil. Zip. Look at that shiny aluminum foil: Reynolds Wrap Aluminum Packaging.
Companies today, of course, are less apt to crow about their connections to big tobacco. Reynolds Aluminum, however, had connections to tobacco that were both familial and part of its own corporate narrative.
For a time, Reynolds Wrap seemed to go out of their way to highlight their cigarette packaging. They ran the ad below in 1960.
A woman is standing in front of a wide array of abstracted aluminum-packaged product categories. They might have focused on the wide array, but they chose instead to go with tobacco. The headline reads: “How Better Packaging for Cigarettes …Started a Whole New Way of Life!” By 1960, however, most people had already caught on to the fact that cigarettes were more likely to cut life short.
Reynolds Wrap made packaging the centerpiece of a lot of its advertising.
And some time around 1953 they designed the “Reynolds Wrap Aluminum Packaging” seal, which began appearing in their advertising.