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When Nabisco made its Fig Newton cookies more moist, it asked Foote, Cone & Belding to create a new tagline for existing spots which tout the new recipe.
Rather than simply alter the line, however, group creative directors Bob Neuman, a copywriter, and Bob Phillips, an art director, went one step further, revamping an old storyline. “We wanted to do a tag that felt like a part of the commercial,” said Neuman.
They embellished a past spot that was part of Fig Newtons’ “The Brits” campaign.
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