Dive Brief:
- Mondelez International is launching a new marketing campaign this week, a web sitcom-style video series entitled "Now We're Newtons."
- The promo highlights the Fig Newtons brand's change to simply Newtons as well as raise awareness for the brand’s "A Lot of Fruit to Give" partnership with Feeding America.
- Mondelez hopes to bring to attention the expanded portfolio of a more-than-a-century-old brand and to add appeal to Newtons akin to its other popular brands, like Oreo, which the company has also created original content for.
Dive Insight:
Fast Company says the show in the style of the popular workplace-centric comedy, "The Office," and features fruit-headed employees, including both millennials and older generations, trying to assimilate with fig-headed colleagues who now no longer run the show at Newtons. As Fast Company describes it, "Hijinks surely ensue."
Can a seemingly dated snack come into its own with new varieties and a clever marketing ploy?