By Gary Symons
TLL Editor in Chief
You too can use superstar Paul Newman to promote your brand … but there’s a catch.
Newman’s Own is celebrating its 40th anniversary by giving away Paul Newman’s name and likeness, but brands must agree to follow Paul’s lead and give away 100% of the profits from the limited-edition products to help children in need.
The move is intended to mark Newman’s Own’s ‘give it all away’ policy. The unique food brand has earned huge revenues since it was created by Paul Newman four decades ago, but this year reached a new milestone, having donated a staggering $600 million to charities.
This year the brand is embarking on a its largest advertising campaign to-date, rolling out a significant brand refresh and launching ‘Newman’s Deal’.
The company says it is giving away Paul Newman’s name and likeness to brands, free of royalty charges, to use his iconic visage and signature on products and marketing. “But the deal is… these brands must agree to follow Paul’s lead and give away 100% of the profits from the limited-edition products to help children in need,” Newman’s Own said in a statement.
The company says it is also providing a library of iconic photos available that feature Paul Newman across his career as a Hollywood actor, racecar driver, and lifestyle and fashion icon that will be available for brands to utilize.
Interested brands should review the limited-time-only licensing application and apply at NewmansDeal.com
Newman’s Own has also unveiled a new logo and the tagline ‘Radically Good’ to tie together the quality of the products along with its mission to help charitable causes.
The brand is unveiling new packaging starting this month that feature storiesof children and families who have benefited from Newman’s Own’s donations to various charities.
The initiative is Newman’s Own’s largest advertising campaign in its history, and includes various out-of-home executions in NYC and Chicago Digital, social media advertising, and a billboard in New York City’s Time Square to announce Newman’s Deal.
“While Paul Newman has been back in the spotlight with the release of his new memoir and Ethan Hawke’s documentary ‘The Last Movie Stars,’ we’re excited to see where else his iconic blue eyes and megawatt smile may pop up this year!”, said Newman’s Own.