Newman’s Own Offers Use of Newman’s Likeness in ‘Newman’s Deal’
The unprecedented limited time philanthropic initiative requires brands to promise to ‘give it all away’
We live in the age of celebrity endorsements. These days, pop stars can earn upwards of $50 million just by posing next to a soda can in a 30-second commercial. Athletes might take home $25 million by agreeing to endorse a cereal and can earn $160 million for wearing a pair of sneakers. This trend nods to the fact that the commercialization of one's "personal brand" is a key factor for achieving personal financial success in the 21st century.
Forty years ago, legendary actor, racecar driver, and philanthropist Paul Newman put his face forward too, but in a radically different way than what we see from many others today. When “The Hustler” and “Cool Hand Luke” star established the food company Newman's Own in 1982, and put his blue eyes and megawatt smile on bottles of salad dressing, he declared that the company would give away 100% of its profits. His company has sold millions of food products over the years, and recently reached a remarkable milestone: Paul Newman and Newman's Own have donated $600 million to charitable causes since its founding.