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Twinkies lead to fun memoriesBy Nicole Wetzell

What do these have in common?

Source: Time Magazine

What do these have in common?

Source: Time Magazine

What do these have in common?

Source: Time Magazine

What do these have in common?

Source: Time Magazine

COMPETITION1.

2.3. 4.

Little Debbie Mrs. Freshleys Creme Cakes Dolly Madison Zingers

Source: Baking Management, mkeefoods.com

PROBLEMSAccounts for 7% of the snack cake market. Stopped running commercials

Source: Baking Management,

BIG PROBLEM

Americans want to lead healthier lifestyles

Source: Forbes

BIG PROBLEMYouve heard the rumors Twinkies can survive a nuclear holocaust

Did you know they have a 25 year self life?...Source: Adpulp.com

INSIGHTIn reality

Americans are attempting to live healthier lifestyles

Source: Forbes and Snack Foods Manufacturing

INSIGHTCurrent Twinkie users dont care about healthy eating

They are more likely to buy bacon, aerosol-can cheese, Kool-Aid and malt liquor.

Source: Hostess Snack Cakes and Time

OPPORTUNITYThere is a segment of lapsed and infrequent users who are not concerned about their health They ate Twinkies as a kid They are looking for a tasty snack

RATIONALIts difficult to change a bad reputationIts easier to build sales by convincing lapsed users to try the product

Source: DMNews

OBJECTIVESMarketing Objective: Halt a decline by getting lapsed users to reconsider Twinkie Communications Objective: Remind lapsed Twinkie users that it is still a fun snack for adults Sales Objective: Increase sales by 5%

TARGETRugged Boomers Lapsed Twinkie users Men, 45 64 No kids living at home

Not concerned about healthEnjoy outdoors activities (i.e. hunting and fishing)

RUGGED BOOMERS RATIONAL 38,103,272 34

men ages 45 64 in 2008

million hunters and anglersfavorite pastime

They spend an average of $76 billion annually on their

They also create a $192 billion a year economic ripple

effectSource: U.S. Census Bureau, National Shoot Sports Foundation

THE BIG IDEARugged Boomers enjoy hunting and fishing, a favorite childhood pastime

Strategy: Convince Rugged Boomers that by having a Twinkie as a quick, fun snack they will reconnect to their childhood while doing their favorite outdoor activity.

PRINT AD CONCEPTSDad rewarded you with a snack when you caught that first big one.

Remember the days when all you had to focus on was making the catch? Reconnect to simpler times by snacking on a Twinkie.

PRINT AD CONCEPTSYou had one when you bagged your first rabbit. How many will be enough with that big buck tied to your truck?

You can still treat yourself to the same reward. Reconnect to simpler times by snacking on a Twinkie.

PRINT AD CONCEPTSIt may fall in the lake Drop in the mud Get rained or snowed on It could even get stolen by a bear Never fear! Twinkie like memories will always be thereIndividually wrapped, Twinkies will stay dry on your next outdoors trip.

DIRECT E-MAIL

Subject: You might not catch a 20 lb bass, but your next fishing trip can still be memorable.

DIRECT E-MAIL

Header: Remember the fluffy, golden, creme-filled snack your dad gave you when you caught your first big one?

DIRECT E-MAILMessage:Tom, Life as an adult sure isnt what you thought it was going to be when you were a kid. But one thing that hasnt changed is fishing the crisp air, the pull of the line, peace and quiet it all takes you back to simpler times. The only thing thats missing is your fun-filled, light and creamy snack from childhood.

DIRECT E-MAILMessage continued:Actually, Twinkie is here to make your next fishing trip a blast from the past. Visit twinkie.com/fishing and order the Fish Pack. Youll automatically be entered to win an allexpenses paid fishing trip for you and two buddies with Jimmy Houston as your guide. Even if you dont win, well still send two bass lures just for reconnecting to your favorite childhood snack.

AMBIENTThe Twinkie Tunnel Cabelas Hunting and fishing tips Promotion the end

CLOSING

Americans are attempting to eat healthierbut theyre not

CLOSINGThere is a lapsed segment of lapsed and infrequent Twinkie users. They dont care about their health.

CLOSING Unexpected This campaign connects their favorite past time

with their favorite childhood snack

CLOSING

Lets get a slice of the $192 billion economic ripple pie!

Strategic Brand Presentation for Twinkie

Sep 06, 2014

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Nicole Wetzell

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Transcript

Twinkies lead to fun memoriesBy Nicole Wetzell

What do these have in common?

Source: Time Magazine

What do these have in common?

Source: Time Magazine

What do these have in common?

Source: Time Magazine

What do these have in common?

Source: Time Magazine

COMPETITION1.

2.3. 4.

Little Debbie Mrs. Freshleys Creme Cakes Dolly Madison Zingers

Source: Baking Management, mkeefoods.com

PROBLEMSAccounts for 7% of the snack cake market. Stopped running commercials

Source: Baking Management,

BIG PROBLEM

Americans want to lead healthier lifestyles

Source: Forbes

BIG PROBLEMYouve heard the rumors Twinkies can survive a nuclear holocaust

Did you know they have a 25 year self life?...Source: Adpulp.com

INSIGHTIn reality

Americans are attempting to live healthier lifestyles

Source: Forbes and Snack Foods Manufacturing

INSIGHTCurrent Twinkie users dont care about healthy eating

They are more likely to buy bacon, aerosol-can cheese, Kool-Aid and malt liquor.

Source: Hostess Snack Cakes and Time

OPPORTUNITYThere is a segment of lapsed and infrequent users who are not concerned about their health They ate Twinkies as a kid They are looking for a tasty snack

RATIONALIts difficult to change a bad reputationIts easier to build sales by convincing lapsed users to try the product

Source: DMNews

OBJECTIVESMarketing Objective: Halt a decline by getting lapsed users to reconsider Twinkie Communications Objective: Remind lapsed Twinkie users that it is still a fun snack for adults Sales Objective: Increase sales by 5%

TARGETRugged Boomers Lapsed Twinkie users Men, 45 64 No kids living at home

Not concerned about healthEnjoy outdoors activities (i.e. hunting and fishing)

RUGGED BOOMERS RATIONAL 38,103,272 34

men ages 45 64 in 2008

million hunters and anglersfavorite pastime

They spend an average of $76 billion annually on their

They also create a $192 billion a year economic ripple

effectSource: U.S. Census Bureau, National Shoot Sports Foundation

THE BIG IDEARugged Boomers enjoy hunting and fishing, a favorite childhood pastime

Strategy: Convince Rugged Boomers that by having a Twinkie as a quick, fun snack they will reconnect to their childhood while doing their favorite outdoor activity.

PRINT AD CONCEPTSDad rewarded you with a snack when you caught that first big one.

Remember the days when all you had to focus on was making the catch? Reconnect to simpler times by snacking on a Twinkie.

PRINT AD CONCEPTSYou had one when you bagged your first rabbit. How many will be enough with that big buck tied to your truck?

You can still treat yourself to the same reward. Reconnect to simpler times by snacking on a Twinkie.

PRINT AD CONCEPTSIt may fall in the lake Drop in the mud Get rained or snowed on It could even get stolen by a bear Never fear! Twinkie like memories will always be thereIndividually wrapped, Twinkies will stay dry on your next outdoors trip.

DIRECT E-MAIL

Subject: You might not catch a 20 lb bass, but your next fishing trip can still be memorable.

DIRECT E-MAIL

Header: Remember the fluffy, golden, creme-filled snack your dad gave you when you caught your first big one?

DIRECT E-MAILMessage:Tom, Life as an adult sure isnt what you thought it was going to be when you were a kid. But one thing that hasnt changed is fishing the crisp air, the pull of the line, peace and quiet it all takes you back to simpler times. The only thing thats missing is your fun-filled, light and creamy snack from childhood.

DIRECT E-MAILMessage continued:Actually, Twinkie is here to make your next fishing trip a blast from the past. Visit twinkie.com/fishing and order the Fish Pack. Youll automatically be entered to win an allexpenses paid fishing trip for you and two buddies with Jimmy Houston as your guide. Even if you dont win, well still send two bass lures just for reconnecting to your favorite childhood snack.

AMBIENTThe Twinkie Tunnel Cabelas Hunting and fishing tips Promotion the end

CLOSING

Americans are attempting to eat healthierbut theyre not

CLOSINGThere is a lapsed segment of lapsed and infrequent Twinkie users. They dont care about their health.

CLOSING Unexpected This campaign connects their favorite past time

with their favorite childhood snack

CLOSING

Lets get a slice of the $192 billion economic ripple pie!