Versatile action star and Broadway song-and-dance man Hugh Jackman has started a new ‘all-benefits company’ that he explicitly says was inspired by Newman’s Own. Here’s five bits of entirely unsolicited cause marketing advice to Mr. Jackman from yours truly. 1. Put Your Face On the Packaging. I don’t know what Laughing Man means and probably most of your potential customers don’t either. Speaking of Newman and yourself, you told Entertainment Weekly magazine, “This is a really great to, uh, exploit your popularity, basically. It is shameless exploitation.” Except the name Laughing Man is hardly shameless exploitation of your celebrity. To really be shameless and to get the most bang for your buck, you need to put the face of one of World’s Most Beautiful People on the packaging of Laughing Man. 2. Turn Your Face Into a Caricature. Brands including Betty Crocker, Uncle Ben, KFC, the Quaker Oats Quaker dude and even Paul Newman are all represented by illustrated characters. Betty Croc...
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