The New York Times‘ freelancer Andrew Adam Newman asked IMG Co-founder and CMO Jeff Hilton for his expert opinion of the new Newtons Cookie marketing strategy. IMG in the NY TIMES! Click here to read the full article, or read his excerpts below …
> Like prunes, which similarly are recognized for their laxative effect, “to a lot of people a fig means ‘geriatric’ and that’s not good,” said Jeff Hilton, co-founder of the Integrated Marketing Group, an agency that works with natural brands.
> Mr. Hilton, the natural brands consultant, lauded the strategy. “When you have a consumer looking for healthy fruits and vegetables, you’re putting your product in a whole new context that consumers haven’t seen before,” he said. “It’s ingenious.”
