Win-win / When a brand signs up to take part in this Newman’s Own initiative, both brands stand to gain. The participating brand gets a slice of the PR generated by the initiative and the recognisability of Paul Newman’s face to promote one of its products, and Newman’s Own gets to plaster its branding over a potential competitor’s. The real winners, though, are the beneficiaries of the Newman’s Own Foundation, who gain every time a brand takes part in this ‘radically good’ act and when Newman’s Own sells a product. The campaign is also a pretty ingenious way for Newman’s Own to publicise its brand refresh and new packaging. Although Paul Newman died in 2008, his legacy lives on through his foundation and the brand that bears his iconic image.
Next-gen fans / For younger audiences who might be less familiar with The Color of Money actor, Newman’s Own can’t rely on the star’s appearance on its packaging and must find ways to drive relevance and interest. With the release in November of a new documentary on Newman’s life, this campaign feels perfectly timed, launching amidst renewed interest (or first-time discovery) of the silver screen legend. There are instances in which the use of a celebrity face to promote products is unappealing (using celebrity deepfakes, for example, presents ethical issues) but with 100% of profits going to Newman’s foundation, the use of his face and likeness is completely justified. The lesson for brands is to work out if it’s strictly necessary to use a celebrity face to promote their brand or product, and if so, why that person is right for your brand.
