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Hostess Relaunches Twinkies Brand Of Cakes As Snack for Guys

August 7, 2013: 12:00 AM EST
Bankruptcy survivor Hostess relaunched the Twinkies snack brand as cakes for male consumers, specifically, guys 18–35 years old. Using the tagline "The sweetest comeback in the history of ever", Hostess launched a social media campaign and a guerilla marketing initiative, which includes employing street teams, food trucks, and its Twinkie the Kid mascot. Results of the $3 million campaign were overwhelming, with the company barely able to keep up with demand. Hostess has shipped 85 million Twinkies and Hostess CupCakes initially and taken orders for 100 million more. New owners Apollo Global Management and C. Dean Metropoulos and Co. plan to add new products but intend to keep the classic Hostess products as they are.
T.L. Stanley, "Twinkies Relaunch as Dude Food", Adweek, August 07, 2013, © Adweek
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