They’re Back: Twinkies Return to Store Shelves

16 Jul

As we reported late last year, the beloved Hostess Twinkies brand was only going on a hiatus until the brand was purchased by another firm after the failure of the company owning the brand. Well, it took a little longer than we thought for Twinkies to return to the market. But, now they’re back. And the brand is using advertising, social media, and public relations to spread the word.

According to Rebecca Castagna, reporting for USA Today:

“A giant billboard of a Twinkie in Times Square. A new Hostess Web site featuring a countdown clock. A social media campaign that encourages people to share their love of Twinkies and other snack cakes such as CupCakes, Donettes donuts, and Ding Dongs. Hostess is whetting consumers’ appetites for the return of some of its most well-known treats with a broad comeback campaign that touts the arrival of the products on store shelves Monday July 15, 2013.”

“The marketing comes nearly eight months after Hostess filed for bankruptcy, and Twinkies and other snack cakes disappeared from store shelves. The company was subsequently bought by two private equity firms, Metropoulos & Co. and Apollo Global Management.”

Hostess plans to welcome back Twinkies, CupCakes, and both frosted and chocolate Donettes under the tagline, ‘The Sweetest Comeback in the History of Ever.'”

Click the image to read more.
 

Photo by Bernstein-Rein Advertising

 

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