Nabisco campaign for Newtons aims at boomers

Nabisco's new ad campaign for Newtons -- formerly Fig Newtons -- targets boomers rather than the younger audience normally sought by snack marketers. The McGarryBowen campaign thus takes a different approach. "We thought, let's stay away from cute, let's stay away from silly and let's do something a little more cerebral, a little more adult," said Tim Scott, president of the Chicago office of McGarryBowen.

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Reminders That a Cookie Goes Beyond the Fig - New York Times (tiered subscription model), The

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