Objective: To Connect with a younger generation of consumers through a variety of media to give a fresh face to the Newton's brand. 

 

Insight: Young consumers enjoy variety and choices, and like to feel that their products are personalized to them. 

 

Big Idea: There's a cookie for every personality. 

 

Target Audience: College students 

Consumers take Buzz Feed quiz to find their "Newtonaility," which cookie suits their personality best. Once they receive their results, they will be shareable on social media outlets such as Twitter and Facebook. Banner ads on Buzz Feed and College Humor sites would also drive traffic to the Buzz Feed quiz, as well.  In order for this to go viral, celebrities such as Ellen Degeneres, Steve Colbert, Jimmy Fallon, etc would take the quiz, sharing their results with their followers. 

Because the target audience involves college students, Newtons would place vending machines for each flavor on college campuses around the country, prompting students to take the Buzz Feed quiz to find the flavor suiting their personality.