Mondelez International Pilots 'Now We're Newtons'
Social sitcom parodies workplace challenges, and brings awareness to expanded portfolio
After decades of relying heavily on traditional television and print advertising, Newtons is infusing new life into the more-than-a-century-old biscuit brand with the launch of its first-ever original content series: Now We're Newtons. The episodic comedy, which premieres on May 11, observes a company in transition from "being run by the Figs" to "not just figs anymore."
In 2012, Fig Newtons embarked on a large scale rebranding effort that began with changing its name to just Newtons, adding varieties of different fruit flavors to its product lineup, and making the brand relevant to not only existing loyalists but to younger audiences entering the biscuit category, as well.
"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."
To tell the hilarious story of transition or hostile takeover depending on whom you ask, Newtons teamed up with integrated marketing communication firm Weber Shandwick and production company Pet Gorilla, which produced and directed the series.
About Now We're Newtons
For more than 100 years, the figs ran the place but now, the future has slapped them right in their faces, and other fruits have moved in. Flashy fruits with skinny pants and wild ideas.
The old guard refuses to accept the forward vision, and HR struggles to implement new policies and rally everyone together. Needless to say, things around the office are a little tense. And if that wasn't enough, management's latest bright idea will require a select group of fig and fruit employees to work together on a Feeding America fruit donation initiative.
Amidst inter-fruit pranks, confrontations and even a very taboo budding relationship, the five "Frumans" join together to devise a plan to get consumers to help fight hunger and participate in the A Lot of Fruit to Give campaign. The program benefits Feeding America, the nation's leading hunger-relief organization and helps provide more fresh fruit to families in need.
Go to www.Youtube.com/newtons to watch, share and like the first three installments of Now We're Newtons