Brands can use Paul Newman’s likeness for free (sort of)

Iconic late movie star Paul Newman (The Sting, Cool Hand Luke, The Hustler, Butch Cassidy and Sundance Kidlisten)) also had a well-known philanthropic side which was institutionalized with his founding in 1982 of At Newman’s. Beginning with salad dressings decorated with a design of Newman’s face and later expanding to other food products, the brand is committed 100% of its profits to charities for the benefit of children. In the past four decades, the brand has sold millions of products and donated $600 million to charitable causes.

Now Newman’s case makes the actor’s likeness available to other brands for free — sort of. Brands can use Newman’s images, designs or signature on a single limited edition product, but as with Newman’s Own, they must pledge to donate all proceeds to children’s charities. This video helps explain the program.

Brands interested in this opportunity can apply on until November 24, 2022, to be notified by January 31, 2023 if selected. Brands will have access to a photo library showcasing Newman’s acting career, driving race cars, and standing as a lifestyle and fashion icon.

“For 40 years, the face of Paul Newman has been a symbol of radically good philanthropy,” Nicole Malcolm-Manyara, CMO of Newman’s Own said in a statement. “This limited-time offer to use the likeness of Paul Newman is the perfect way to celebrate his inspiring legacy, especially as we unveil a new Newman’s Own brand identity and the Newman’s Own Foundation focuses its mission on the helps children facing adversity.”

The comprehensive brand refresh includes the rollout of a new logo, vibrantly illustrated packaging and the new tagline, “Radically Good”, and will be supported by Newman’s Own’s largest advertising campaign to date.

The redesigned packaging is now deployed with the brand’s pizzas. Additionally, for the first time, select products will feature stories from the many children and families who have directly benefited from Newman’s Own, helping consumers better understand the impact they are having by purchasing the products.

The campaign, which will include digital and social media advertising, will appear in out-of-home performances in New York City (including a Times Square billboard) and Chicago.

Christy J. Olson