The late iconic film star Paul Newman (The Sting, Cool Hand Luke, The Hustler, Butch Cassidy and the Sundance Kid) also had a well-known philanthropic side that was institutionalized with his 1982 founding of Newman’s Own. Beginning with salad dressings decorated with a drawing of Newman’s face and later expanding to other food products, the brand pledged 100% of its profits to charities benefiting children. Over the past four decades the brand has sold millions of products and donated $600 million to charitable causes.
Now Newman’s Deal is making the actor’s likeness available to other brands for free — sort of. The brands can use pictures, drawings or Newman’s signature on a single limited-edition product, but as with Newman’s Own, they must commit to donating all profits realized to children’s charities. This video helps explain the program.
Brands interested in this opportunity can apply at NewmansDeal.com through Nov. 24, 2022, to be notified by Jan. 31, 2023 if they are selected. Brands will have access to a library of photos featuring Newman’s acting career, racecar driving and position as a lifestyle and fashion icon.
“For 40 years Paul Newman’s face has been a symbol of radically good philanthropy,” said Nicole Malcolm-Manyara, CMO of Newman’s Own in a statement. “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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The complete brand refresh includes the rollout of a new logo, vibrantly illustrated packaging and the new tagline, “Radically Good,” and will be supported by the largest ad campaign to date from Newman’s Own.
The redesigned packaging is rolling out now with the brand’s pizzas. Additionally, for the first time, select products will feature stories of the many children and families who have directly benefited from Newman’s Own, helping consumers better connect with the impact they’re making by purchasing the products.
The campaign, which will include digital and social media advertising, will appear in out-of-home executions in New York City (including a Times Square billboard) and Chicago.
