Consumer Reports wants people to know it’s still “bringing the fine print into focus” on everyday purchases. The brand that’s been reviewing products for consumers since 1936 has debuted an ad campaign to freshen up its image and reach new customers. In an age when people might turn to the first review they pull up on Google, Consumer Reports wants you to know its approach to the process is unique.
“The whole way we approach testing is different than any other review or rating site because we do comparative testing and we buy all the products we test—we get it exactly the way the consumer gets it,” said Leonora Wiener, svp of brand and strategy at Consumer Reports. “Businesses soup things up for the press but we go to great lengths to make sure we’re getting what everyone else does.”