Hostess plans to welcome back Twinkies, CupCakes, and both frosted and chocolate Donettes under the tagline, "The Sweetest Comeback in the History of Ever."
"We want people to know that it's the same Hostess, but with a different attitude," says Dave Lubeck, executive director for client services at Bernstein-Rein Advertising, which created the ad campaign. "It's younger, more aggressive."
Social media are a large part of that approach. The Hostess Facebook page, updated nearly every day in the past three weeks, has close to 440,000 likes. The site began to tease the return of the treats at the end of June with posts like, "We're back online. And pretty soon we'll be back in the snack aisle."
Social media users are buzzing about the resurgence of the snack cakes...