The document discusses ways to rebrand and market the iconic Twinkie snack cake to revive interest in the brand. It suggests targeting trending young adults with the slogan "Twinkies, for every occasion" and engaging super fans through a Pinterest board, Twitter hashtag, and recipe contest to showcase new uses for Twinkies beyond dessert. The goal is to portray Twinkies in a new light and leverage social media platforms to publicize the brand for free by getting people sharing ideas and seeing Twinkies in a new way.

1. {
Twinkies: How can we take the iconic snack into the future?
Amanda Klint

2.  Campbell Mithun is a Minneapolis organization and Twinkies has a
unique history here in Minneapolis
 In the 1980s, a grand jury indicted George Belair, a Minneapolis city
council candidate, for serving Twinkies, along with other snacks and
beverages, to senior citizens groups, in violation of an 1893 law
prohibiting candidates from providing food, drink or entertainment to
gain votes.
 The case led to the passage of the short-lived Minnesota Fair Campaign
Act, popularly known as the Twinkie Law. Charges against Mr. Belair,
who lost the election, were eventually dropped, saving him from a
$700 fine and 90 days in jail.
Minneapolis and Twinkies
TWINKIES: SWEET TREAT CONTINUES TO DELIGHT
Zmuda, Natalie. Advertising Age81. 13 (Mar 29, 2010)

3. Hostess Goes Bankrupt

4.  Pointless union rules from companies that acquired hostess that
don’t exist
 Cost structure of the company
 I hear that the push toward healthier food is what did us in, but
that hasn't affected us at all. Why do you have chocolate
companies? How do you explain doughnut shops when
doughnuts haven't changed in 100 years? We were north of $2
billion a year in sales. They weren't the problem, our cost
structure was.
 From the CEO of Hostess
 Bloomberg Businessweek; 11/26/2012, Issue 4306, p104-104
Why did hostess go out of
business?

5. Hostess out of business: Twinkies are
remembered as their iconic product

6. How do rebrand the
iconic Twinkies?
 Market to a new audience
 New uses for Twinkies

7.  "When consumers think cake, they think
Twinkies," said Mr. Seban. "Twinkies are icons.
We sell over half a billion each year."
TWINKIES: SWEET TREAT CONTINUES TO
DELIGHT
Zmuda, Natalie. Advertising Age81. 13 (Mar 29, 2010)

8. New audience: Trending
Young adults
 Have disposable income
 Aren’t as concerned about health as baby
boomers or parents to young children
 Looking to recreate childhood experiences
 Connected to many people online and like to
share ideas
 Uses social media

9. New Twinkies
New Slogan:
www.everydaysouthwest.com
“Twinkies, for
every occasion”
www.plainchicken.com

10.  Twinkies and strawberries: A new look at
Strawberry Shortcakes
 Banana Split with Twinkies
 Chocolate covered Twinkies
 Twinkies and Champagne
“Twinkies, for every
occasion”

11. Pinterest, Twitter, Recipe
Contest: Getting our super
fans involved

12.  Other marketing efforts have included the
launch of a Twinkies cookbook to celebrate the
brand's 75th anniversary. The book is stocked
with recipes for things like Twinkie Sushi,
Twinkie Pancakes, Chocolate Twinkie Pops and
even a Twinkie Wedding Cake.
Previously Twinkies had
this, let’s bring it back!

13.  Mass audience that is highly connected
 People remembered visuals better than text,
and Pinterest is based around images
 You can create a hashtag dedicated to this
campaign
Why Pinterest and Twitter?

14.  Publicize for free
 Get people talking about the brand
 Get people sharing ideas about brand
 HAVE PEOPLE SEE TWINKIES IN A NEW
LIGHT
Recipe Contest

15.  Trending young adults
 “Twinkies, for every occasion”
 Super Fans: Pinterest, Twitter, Recipe contest
Review

16. Twinkies was never the
problem, but Twinkies can
become fresh and new to
revive interest in the treat,
that urban legend says
will survive the zombie
apocalypse.