Your Public Relations and Communications Community

Can revived Twinkies brand survive in a more health-conscious age?


July 1, 2013

When Hostess Twinkies return to store shelves next month, courtesy of a $410 million fire-sale buyout by Apollo Global Management, the sponge cakes will make fans happy, but the legendary brand’s long-term survival is far from certain. As AdWeek.com reports, the snack often considered the epitome of junk food may be a hard sell for younger, more health-conscious buyers.

“The biggest obstacle is that Twinkies are not exactly a good candidate for a millennial consumer,” says Stuart Leslie, president of 4sight, a brand-design firm. “Meanwhile, their nostalgic consumer demographic is getting old and health conscious.”

For now, Twinkies have a devoted following. Hostess reportedly sold 500 million of the cakes annually before labor troubles led the company into bankruptcy last November. The reintroduced product will retain the same box design, cake recipe and $3.99 price, but advertising agency Bernstein-Rein will try a bolder and more contemporary voice, employed across an array of digital, social media, guerrilla and traditional advertising efforts. New varieties of Twinkies — low-sugar, gluten-free, low-sodium — reportedly are under consideration.

Buddy Ketchner, president of brand-strategy firm Sterling-Rice Group, cautions that “Twinkies fans … will be expecting the original and will be extra sensitive to any change to the product.”  — Greg Beaubien 



Comments

No comments have been submitted yet.

Post a Comment

Editor’s Note: Please limit your comments to the specific post. We reserve the right to omit any response that is not related to the article or that may be considered objectionable.

Name:
Email:
Comment:
Validation:

To help us ensure that you are a real human, please type the total number of circles that appear in the following images in the box below.

(image of three circles) + (image of eight circles) + (image of five circles) =

 

Training Webinars Included With PRSA Membership!

Broaden your skill set with access to more than 50 live and on-demand webinars in 2014.