• Ad Age, Thursday, June 22, 2006 12:15 PM

Forget about the so-called power of advertising. The strongest brand in America spent a total of $7.5 million on media advertising last year. What is it? Why, Reynolds Wrap, of course. A new Harris Interactive survey has determined that Reynolds Wrap had the strongest brand equity of any product among American consumers. That's right. Not Coke, not Nike, not McDonald's--not any of those big-spending, ubiquitous money brands. They didn't even come close. Reynolds scored highest among more than 1,000 brands in a survey of 25,666 consumers by Harris in its 2006 EquiTrend survey. Three of the top-10 brands belong to low-key, privately held SC Johnson. The company's Ziploc food bags, Ziploc containers, and Windex glass cleaner ranked second, eighth and ninth, respectively. Rounding out the top 10 were Hershey's candy bars (No. 3), Kleenex tissues from Kimberly-Clark Corp. (No. 4), Clorox Bleach (No. 5), WD-40 lubricant (No. 6), Heinz ketchup (No. 7), and Campbell's soup (No. 10).

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