Below you will find this week’s Sunday Musings, the top stories in branding and digital marketing that caught our eye. I have to say that this is one of those weeks where branding and dry humor met face to face multiple times. Hopefully you enjoy the ride!
#1 – “The Twinkie Returns, With Less Baggage” – via WSJ.com
Premise: Hostess products will be returning to the store this coming week, including Twinkies and CupCakes. The new company will look much different than it has in the past. While there are less brands under the Hostess umbrella – some brands were sold to other companies – there is a clear shift in structure and strategy. Hostess once employed 19,000 professionals. That number is now 1,800. They will also be spending money on innovation and marketing, something that the old Hostess company did very little of.
Thoughts: After parent company Hostess went bankrupt in November of 2012, we now have the resurgence of Twinkies (and other iconic brands) coming to your store shelf! If you get a chance, watch the video on the second tab on the link, there is an interesting four minute clip there that covers off on much of the write-up. It will be intriguing to see how the branding and marketing efforts are deployed. The new tagline being used is “The Sweetest Comeback in the History of Ever”. That certainly is pretty loaded, but could also lead to some entertaining advertising. [Read more...]