After an eight-month hiatus, Hostess was back. This wasn’t just a relaunch. It was a reinvention. We took an aging brand loved mostly by moms, and took it to C-store guys. A new look and new attitude was released in guerilla street teams, social media, and out-of-home.
It worked. “The Sweetest Comeback in the History of Ever” was real. The first round of product was gone in 48 hours. Demand for Hostess snack cakes was 7 times the already high projections.
![3D-Twinkie 3D-Twinkie](https://jimdore.com/wp-content/uploads/2016/08/3D-Twinkie.jpg)
![twinkie-bus twinkie-bus](https://jimdore.com/wp-content/uploads/2016/08/twinkie-bus.jpg)
![hotel-fig-2 hotel-fig-2](https://jimdore.com/wp-content/uploads/2016/08/hotel-fig-2.jpg)
![Time-Square Time-Square](https://jimdore.com/wp-content/uploads/2016/08/Time-Square.jpg)
![Al-Roker Al-Roker](https://jimdore.com/wp-content/uploads/2016/08/Al-Roker.jpg)
![TwinkieWeek TwinkieWeek](https://jimdore.com/wp-content/uploads/2016/08/TwinkieWeek.jpg)
![submarine submarine](https://jimdore.com/wp-content/uploads/2016/08/submarine.jpg)
![AP-Comeback AP-Comeback](https://jimdore.com/wp-content/uploads/2016/08/AP-Comeback.jpg)
![Hostess-Live_response1 Hostess-Live_response1](https://jimdore.com/wp-content/uploads/2016/08/Hostess-Live_response1.jpg)
![family family](https://jimdore.com/wp-content/uploads/2016/08/family.jpg)
![cake-team cake-team](https://jimdore.com/wp-content/uploads/2016/08/cake-team.png)
![stole-twinkie stole-twinkie](https://jimdore.com/wp-content/uploads/2016/08/stole-twinkie.png)
![new-guy new-guy](https://jimdore.com/wp-content/uploads/2016/08/new-guy.png)
![DuckDynasty_R02a DuckDynasty_R02a](https://jimdore.com/wp-content/uploads/2016/08/DuckDynasty_R02a.jpg)
![had-a-friend had-a-friend](https://jimdore.com/wp-content/uploads/2016/08/had-a-friend.jpg)
![twinkie-hammock1 twinkie-hammock1](https://jimdore.com/wp-content/uploads/2016/08/twinkie-hammock1.jpg)
![twinkie-schematic twinkie-schematic](https://jimdore.com/wp-content/uploads/2016/08/twinkie-schematic.jpg)
A few people noticed. Ok, nearly ALL the people noticed. Take a look at what we did to help seed the comeback.
CREDITS:
Art Director: Jim Dore // Copywriters: Joe DeSalvo & Tom Demetriou // Editor: Tim Kail // Photographers: Ron Berg & Kyle Pugh