You remember Twinkies, the iconic American snack disappeared from grocery shelves for eight months while the company switched hands and emerged from bankruptcy?
Yep, we thought you did.
With the union distribution issues resolved, a new formulated recipe that allows freezing and shipping, and a new marketing approach, Twinkies seem to be on the rise again.
Under “The sweetest comeback in the history of ever” tagline, the company has re-launched the product to great initial success. The company’s new target audience—dudes: snack-heavy eaters between the ages of 18-35.
Hostess is using a $3 million campaign across social media, encouraging dudes to make Vine videos, and used physical media like guerrilla street teams in Food Trucks, and giant painted wallscapes for the all-out blitz.
Reports are that Hostess has shipped 85 million Twinkies and Hostess CupCakes initially and have taken orders for 100 million more of those two snacks alone.
It seems the appetite for Twinkies is stronger than ever.