Mondelez launches ‘Now We’re Newtons’ content series

DEERFIELD, Ill. — Mondelez International will give one of its brands an overhaul with the help of what it calls a “first-ever original content series.”  The company’s Fig Newtons brand will take center stage in the episodic comedy, titled “Now We’re Newtons,” which is set to debut on May 11. 

 

Fig Newtons saw its first large rebranding effort in 2012 as the company sought to make the brand more appealing to both existing consumers and younger audiences. The new series centers on the relationship between the old-fashioned figs and their flashier, fruitier counterparts. The characters ultimately join together to get consumers to fight hunger and participate in the A Lot of Fruit to Give campaign, which benefits hunger-relief organization Feeding America.

 

"At Mondelez International, we pride ourselves on being fearless marketers and setting ourselves apart," said Gary Osifchin, portfolio lead, Biscuits North America at Mondelez International. "Breaking through the clutter requires creation of engaging content that gives the viewer some value beyond just product information.  Now We're Newtons is a humorous vehicle to tell our product and social giving story in a visually compelling and lighthearted way poking fun at our brand to increase awareness about our partnership with Feeding America."

 

Consumers can go to YouTube.com/Newtons to watch the first three installments of the comedy. To learn more about the A Lot of Fruit to Give campaign and ways to donate, visit NewtonsGivesFruit.com.