1. Twinkie Big Idea Project
By Account Strategist: Alexander Garabedian
2. Summary
Since the invention of the Twinkie in the 1930’s, it has
become an icon brand name that everyone has heard of.
In recent years Twinkie sales have declined and the
company filed for bankruptcy. The two new owners of
Twinkie, Apollo Global Management LLC and Metropoulos
Co. have no reason to fear, because they just acquired
one of the most iconic household treat brand name. This
acquisition presents many successful opportunities for the
owners.
Through data and insights, I developed a Big Idea that will
make Twinkie relevant again and increase sales.
4. SWOT
Strengths
-Icon Brand name
Weakness
- Sales have decreased over the last two years 2%
-No new product development
Opportunity
-The chance to make Twinkies relevant again, with the recent
knowledge of consumer fear thinking that Twinkies could have never
been produced again
Threats
-The recent boom of the cupcake Industry of 6 Billion dollars is eating
into Twinkie sales
5. Big Idea
With the recent buy of the bankrupt company, people now have the
Twinkie name fresh in their minds. Lets take advantage of that and
develop a campaign that will engage consumers to be involved with
Twinkie.
The Twinkie Olympics Games
-This campaign Involves a series of competitions through viral videos to
declare a Twinkie Olympic Winner for the Big Cash Grand Prize. The
Twinkie games will range from a Twinkie eating challenge, a Twinkie
throwing challenge, a Funniest Twinkie video challenge and others.
This will engage consumers to post their videos on the Twinkie website
where it will then be voted on. The Campaign will last for about two
month, generating a lot of PR. After the Campaign we will have Twinkie
Point of Purchase displays, with new Twinkie product development and
have consumer impulse buy with all the new buzz from the Twinkie
campaign. I realized from my research Twinkie has been not been
relevant over the last couple years and consumers are switching to
other products like cupcakes. I believe this campaign has what it takes
to get the Twinkie consumer market back.
