Reynolds Wrap Aluminum Foil Ranks No. 1 in Overall Brand Equity

ROCHESTER, N.Y. – June 20, 2006 – Harris Interactive^® today released the 2006 results from the EquiTrend^® Brand Study, a unique tool that measures and compares the brand quality and equity scores of over 1,000 brands within 39 categories. Reynolds Wrap Aluminum Foil ranks as the number one brand in overall brand equity, followed closely by Ziploc Food Bags (No. 2), Hershey’s Milk Chocolate Candy Bars (No. 3), Kleenex Facial Tissues (No. 4), and Clorox Bleach (No. 5).

EquiTrend has been designed to be a concise and efficient way of obtaining quality, well-rounded information about the critical elements of a brand’s health. Its seven key measures help determine a brand’s stance amongst competitors, within other categories, and in comparison to world-class brands. The study measures brand health using the following seven key measures:

1. Equity
2. Familiarity
3. Quality
4. Purchase Consideration
5. Overall Relevance
6. Brand Expectations
7. Distinctiveness

"EquiTrend provides a tremendous cross-industry comparison of brand equity based on the seven key measurements," said Jim Hoskins, Group President, Brand and Strategy Consulting, Harris Interactive. "It complements custom brand research that further explores the personal and functional relationship consumers hold with the brand and the equities and disequities the brand can leverage to grow."

(Among 1,030 brands)

1 Equity is a combination of the Quality, Familiarity and Purchase Consideration variables, calculated by:

1. For the purpose of the Equity calculation, Familiarity is weighted according to (5=1.0, 4=0.9, 3=0.8)
2. That number is then multiplied by the mean of Quality and rescaled Purchase Consideration
3. The result is indexed on 100

2.Percent of respondents who indicated they were (Top 3 Box) somewhat, very or extremely familiar with a brand.

3.Similar to Equity, a brand’s overall relevance score is determined by a calculation of Familiarity, Quality, and Purchase Consideration.

1. For the purpose of the Overall Relevance calculation, Familiarity is weighted according to (5=1.0, 4=0.9, 3=0.8, 2=0.4, 1=0.0)
2. That number is then multiplied by the mean of Quality and rescaled Purchase Consideration
3. The result is indexed on 100

The 2006 EquiTrend Brand Study is a brand quality-perception study conducted online once yearly by Harris Interactive. This year’s study was conducted among 25,666 consumers, ages 15 and older within the U.S. between March 7 and 16, 2006. Each respondent rated 80 brands and each brand received approximately 1,275 ratings. Figures for age, sex, race, education, income, presence of children (under 18 years old) in the household, and geographic region were weighted to align them with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

All surveys are subject to several sources of error. These include: sampling error (because only a sample of a population is interviewed); measurement error due to question wording and/or question order, deliberately or unintentionally inaccurate responses, nonresponse (including refusals), interviewer effects (when live interviewers are used) and weighting.

With one exception (sampling error) the magnitude of the errors that result cannot be estimated. There is, therefore, no way to calculate a finite "margin of error" for any survey and the use of these words should be avoided.

With pure probability samples, with 100 percent response rates, it is possible to calculate the probability that the sampling error (but not other sources of error) is not greater than some number. With a pure probability sample of 25,666 one could say with a ninety-five percent probability that the results have a sampling error of +/-1 percentage point, and for a sample of 1,275 the sampling error would be +/-3 percentage points. However that does not take other sources of error into account. The online survey was not based on probability sample and therefore no theoretical sampling error can be calculated.

The Brand and Strategy Consulting practice designs and conducts research that helps clients understand their brand and identifies opportunities to better their business. Our research and consulting yields insights to help clients understand not only stakeholder attitudes, but how to positively affect behavior to support critical business needs.

Assisting clients with global and domestic brand development and positioning, brand architecture, reputation management, communications development, crisis management, employee alignment and modeling return on investment, the Brand and Strategy Consulting team utilizes a broad array of Harris Interactive’s qualitative and quantitative techniques, including the company’s vast worldwide online panel and proprietary suite of unique methodological approaches.

Harris Interactive is the 13^th largest and fastest-growing market research firm in the world. The company provides research-driven insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what could conceivably be the world’s largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at www.harrisinteractive.com.

To become a member of the Harris Poll Online, visit www.harrispollonline.com.

Jennifer Cummings

Harris Interactive

585-214-7720