Dive Brief:
- Mondelez International is launching a new marketing campaign this week—a web sitcom-style video series entitled "Now We're Newtons."
- The promo highlights the Fig Newtons brand's change to simply Newtons, as well as raising awareness for the brand’s "A Lot of Fruit to Give" partnership with Feeding America.
- Mondelez hopes to bring attention to the expanded portfolio of a more-than-a-century-old brand and to add appeal to Newtons akin to its other popular brands, like Oreo, which the company has also created original content to help market.
Dive Insight:
Fast Company says the show is in the style of the popular workplace-centric comedy "The Office" and features fruit-headed employees, including both millennials and older generations, trying to assimilate with fig-headed colleagues who now no longer run the show at Newtons. As Fast Company describes it, "Hijinks surely ensue."