‘Newman’s Deal’ allows other brands to use the award-winning actor’s likeness free of royalty charges – if they promise to give away 100% of their profits to children in need.
Paul Newman decided to use his famous face for good by adorning it to bottles of salad dressing and giving the profits directly to children in need. Fourteen years after his passing, the brand is seeking to get others on board.
To kick off the 40th anniversary of Newman’s Own, the salad dressing and pasta sauce brand today announced ‘Newman’s Deal,’ the brand’s largest campaign to-date.
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Newman’s Deal allows other brands to use the late movie star’s image free of royalty charges. The catch? They must agree to follow Paul’s philanthropic lead and “give it all away,” and donate 100% of their profits to the Newman’s Own Foundation, a nonprofit that helps children facing adversity. Approximately $600mn have been donated to charitable causes since the brand’s inception in 1982.
The news comes as Newman’s Own also underwent a brand refresh, which comprises a new logo, bright new packaging and a new ‘Radically good’ tagline, supported by the brand’s largest campaign to date.
“For 40 years, Paul Newman’s face has been a symbol of radically good philanthropy,” marketing officer of Newman’s Own Nicole Malcolm-Manyara said in a statement. “We encourage more brands to give it all away… just as Paul did when he decided to emblazon his face on a bottle of salad dressing. This limited time offer to use Paul Newman’s likeness is the perfect way to celebrate his inspiring legacy, particularly as we unveil a new Newman’s Own brand identity and Newman’s Own Foundation focuses its mission to help children facing adversity.”
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Interested brands are encouraged to apply for the limited-time-only licensing opportunity at NewmansDeal.com from October 24 to November 24; selected brands will be notified by January 31, 2023. Out-of-home content will appear in New York City’s Times Square and Chicago, while other content will be disseminated across social media and digital. Creative agency Activista handled.