- 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.
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?