2006 Gate Covers
For day 2 of Reynolds Wrap Week we have two “awning” promotions.
Saatchi & Saatchi created the package-resembling awnings above as part of a 2006 outdoor advertising promotion for Reynolds Wrap Heavy Duty Aluminum Foil. They installed the rectangular Reynolds Wrap awnings over various New York City store front security gates.
Searching online, however, I could only find the same 4 photos of this project again and again. Because of this I suspected that it might have been a Photoshop concept, rather than something that they actually produced. Still, if I recollect correctly, there was a lot more “real” stuff online back in 2006 than there is now. And fewer camera phones.
Assuming they’re real, I found the highest res versions of the 4 images on Chuck Pagano‘s website. (He was the copywriter for the campaign.)
To demonstrate the strength and toughness of Reynolds Wrap Heavy Duty Aluminum Foil, we installed oversized Reynolds Wrap boxes above roll-down gates around New York City.
Funny thing is, this was not the first marriage of “Reynolds Wrap” and awnings.
Where Saatchi & Saatchi used awnings to promote Reynolds Wrap, Reynolds Metals Company had already done it the other way round. They used boxes of Reynolds Wrap to promote awnings in 1958.
Food Supers to Promote Aluminum Awnings
Food supermarkets in 50 major market areas will promote aluminum awnings from March through May, according to Reynolds Metals Co. …
Forty million Reynolds Wrap packages will carry an advertising message for awnings. Sample cartons for the household foil have a panel on which an awning dealer can imprint his message and use the packages as “door opener” gifts during calls to sales prospects.
American Lumberman, 1958
This month the Reynolds Metals Company will launch the first aluminum awning sales campaign ever conducted in supermarkets. Described by Reynolds as “the greatest sales push ever put behind aluminum awnings,” the campaign will make use of the company’s staff of 175 consumer market salesmen, who will set up displays in supermarkets located in 50 major cities across the country.
As a point-of-purchase sales aid, packages of Reynolds Wrap aluminum foil (normally sold in supermarkets) will carry special advertising messages about the awnings.
Dun’s Review and Modern Industry, 1958
Reynolds Metals Co. … reports the success of a recent Reynolds Wrap grocery promotion which helped push sales of aluminum awnings. Carried out in cooperation with the National Metal Awning Association, the program featured specially imprinted Reynolds Wrap [boxes] with a sales message for aluminum awnings.
Super Market Merchandising, 1958
(More on awnings, after the fold…)
Reynolds Aluminum ad from 1959
Of course, the Reynolds Metal Company (and the National Metal Awning Association) were selling awnings to homeowners. Which is different from the security gate awnings that Saatchi & Saatchi installed over commercial storefronts. Although Reynolds did also made awnings for commercial storefronts.
From the 1954 “Reynolds Architectural Aluminum” booklet