Celebrity Lessons in Selling

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Paul Newman Appeal to ethical consumers by keeping charity close.

Academy Award winner Paul Newman (right) and author A.E. Hotchner (left) started Newman's Own in 1980 almost as a joke. Budwisers in hand, the two created a tub of salad dressing and stirred it with Newman's canoe paddle. Thirty years later, the company has donated more than $300 million to charity, and its "all proceeds to charity" business plan has created a new kind of conscientious consumerism. Whether you give all proceeds to charity or just a small percentage, a certain breed of customers will notice—and spend.