“You deserve the reward”

Situation Analysis

Past Advertising Themes

• 1950s- Howdy Doody “Nag Factor”• 1970s- Twinkie the Kid “Invisible

Friend” & Space Cakes• 1980s- “Where’s the cream filling?”• 2000 & beyond– Reach for Gold, Not a Sponsor– Product placement within Chevrolet

Super Bowl

Didn’t work…

Why?

Governmental, Social & Legal Influences

Please explain…

Current S.W.O.T.STRENGTHS • Taste• Price point• Iconic brand history• Presence in pop culture• Nostalgic effect• Appeal to children• Product design• “Guilty Pleasure”

OPPORTUNITIES• Human nature to indulge• Latent publics youth• Media savvy consumers• New ownership• “Sweet-tooth’s”• Creative marketing• Bankruptcy survival• Ideal serving proportion• Simplistic design

WEAKNESSES• Sugar content• Public health perception• Hostess bankruptcy• Overall lack of health benefits

THREATS• Health bans• FCC regulations• Organic foods• Healthy eating habits• Direct & Indirect competitors

• Little Debbie• Nabisco

Past efforts focused on children & “sweet-sugary” content.

Not “cool” with today’s consumers.

…And as a result

Hostess, you are the weakest link

But wait!

Twinkies live to see another day.

If you pay $410 million then there has to be a market for Twinkies, right?

OF COURSE!

Summer’s just around the corner…

Let’s get down to business.

What we know.

• Individuals like sweets, but societal norms don’t.

• Consumers care about their body, and public image.

• TREND: consumers side on healthy dieting and fitness

• Like many pleasures, Twinkies taste great but don’t have adequate nutritional value.

So?

So let’s integrate what we know with the future Twinkie brand

IDEA

• Consumers are more health conscious and spend more hours staying active outside or in the gym. These same consumers still have the natural desire for sweet, tasty indulgences.

• Why not associate Twinkies with self-reward and motivation in regards to healthy physical feats and accomplishments

• The Twinkie is the ideal choice for consumers who work hard, and need to indulge when they deserve too.

Brand Strategy Statement

“Twinkies are the perfectly portioned self-reward that any hard working

person deserves.”

Brand Positioning

• Twinkies are no longer a sugary sweet, but a form of self-reward that one owes to themselves for their hard work and being active.

• Twinkies are no longer a “guilty pleasure”, but a “hard-earned pleasure”.

“I’ve worked hard so I could remain motivated and reward myself when

necessary.”

Branding Objectives

• Re-position Twinkies as a form of self-reward, instead of a cream-filled cake snack

• Increase public awareness on the importance of healthy living habits.

• Enhance brand activity with targeted consumers

Unique Selling Proposition

“You deserve the reward.”

Creative Strategy

• Show real life people, and professional athletes pushing themselves to their physical limits and then rewarding themselves with Twinkies.– Unexpected–Multiple messaging in a single media– It’s important to exercise, but everyone

needs a break to reward one self.

…Examples

Television Advertisements

• Marathon contestant is shown running in a photo finish of a major city marathon.

• The runner crosses the line first and wins!• He ignores and bypasses the event manager who is

holding out a gold medal and a bottle of water, and goes straight to a person in the crowd holding out a packaged Twinkie.

• The marathon winner then runs up to the bystander and proclaims, “I’ve been waiting for this for a long time!”

• The bystander responds, “You deserve it!”• The crowd cheers and the event manager looks on

confused as the winner enjoys the Twinkie with disregard for the medal and him.

Print Advertisements

• Three women standing at an Olympic podium ceremony.

• All the women have their respective medals around their necks, but instead of being handed flowers they receive Twinkies.

• They are occupied with enjoying their Twinkies instead of paying attention to the camera people.

Social Media

What did you do to deserve a Twinkie today?• Instagram• Twitter• Facebook

• Twinkies followers publish their pictures and stories of them rewarding themselves with a Twinkies after they accomplished a physical feat.

• Provide incentives for weekly or monthly winners of promoted contests on media sites for best pictures or stories involving an activity and Twinkies

Packaging & Sponsorship

• Sponsorships with professional sporting leagues and events showing partnership on packaging– NBA– Olympics– MLB

• Promotes active sporting activity• Show athletes rewarding themselves with

Twinkies after a home run or intense workout. • Point-of-sales advertising featuring pro

athletes with Twinkies

Public Relations

• Press Releases- informing publics about the importance of healthy eating habits and staying active.

• Caters to public perception and social standards while effectively communicating intended messaging.– If you do live a healthy conscious lifestyle, then

there’s no harm in rewarding yourself with Twinkies when appropriate.

– If your going to reward yourself, make sure you do it with Twinkies

Wow! That’s a whole lot!

But it’s ONE simple idea…

If you put in the work, you deserve a reward.

Reward yourself with Twinkies!

Thank you,Ruben Ricardo De Avila