Adages.(Brief Article)(Statistical Data Included)

Advertising Age, April, 2000 by Dan Lippe, Compiled with news from Stephanie Thompson, JeanHalliday, Jack Neff; Gordon, Richard

Newtonian theory of physical figness

Look out, PowerBar, here comes . . . Fig Newtons? Nabisco Biscuit Co. in May issues of fitness magazines presents the fig-and especially the Fig Newton-as the answer to athletic endurance. The campaign from FCB Worldwide, New York, depicts Greek athletes and reveals how "Olympians worshiped the fig and used it for energy during training." As part of the effort to position the cookie as a carb-loading fuel for workouts, Nabisco will also tie in with endurance competitions such as the Boston and Chicago marathons. Copywriter on the Fig Newtons campaign is Sandy Greenberg. Art directors: Terri Meyer and Kim McNeel. Nabisco is also cooking up another new cookie-an Oreo that turns milk blue (see Landmarks on Page 102).

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