1. Twinkies.
Better Than Gold.
Lou Colasanti
lcolasanti@luc.edu
Copyright 2013

2. Brand Engagement Idea:
“Twinkies Are Better Than Gold”
The specialness of Twinkies is beyond compare. While the delicious golden
cake more than holds its own with any competitor, the rich, luscious cream
on the inside is what truly sets Twinkies apart.
The “Better Than Gold” brand engagement idea positions Twinkies as a
superior and unique treat. It capitalizes on the notion that Twinkies are far
more valuable than a mere golden cake. Comparing Twinkies to the
world’s most precious metal quickly establishes the brand’s superiority in a
fun, easily communicated way.
It’s a broad platform that capitalizes on the product’s strength and has the
power to ignite Twinkies’ rebirth. Potentially, it can become part of today’s
cultural fabric (people might start using the “better than gold” expression as
a way to talk about how they’re doing or refer to something they
admire…”that band is better than gold”).
Copyright 2013

3. TV: “First Place”
 Open on a Scout Pinewood
Derby race. The main
character’s car is last in
every race. At the end of
the event, he applauds the
winners as they’re awarded
trophies. His disappointment
is obvious. Before heading
home, his dad texts the
Scouts mom to tell her what
happened. When they get
home his mom presents her
son with a special trophy
made out of a Twinkie. He’s
all smiles.
 Tagline; “Twinkies. Better
than Gold.”
Copyright 2013

4. Print: “The Vault”
t  Headline: “Twinkies.
Better than Gold.”
 Visual: state of the art
bank vault stuffed to the
brim with a ridiculous
amount of Twinkies.
 Copy describes how
Twinkies are more than
mere golden cake.
They’re full of delicious,
rich crème that makes
them a rare treat.
Copyright 2013

5. Print: “The Goose That Laid The Golden Twinkie”
 Headline: “Twinkies.
Better Than Gold.”
 Visual: Goose that has
laid a golden Twinkie.
 Copy: Describes how
Twinkies are more
special than even a
golden egg. They’re
full of delicious, rich
crème that makes
them a rare treat.
Copyright 2013

6. Social Media: “Be A Twinkies Wrapper”
 Encourage
participants to
create a rap video
using the phrase
“Twinkies. Better Than
Gold.”
 Videos will be posted
to Twinkies Youtube
Channel.
 Entries with the most
likes will receive
prizes including
Twinkies Bling such as
gold necklaces and
rings.
Copyright 2013

7. Social Media: “Twinkies Treasure Quest”
 A box containing 24K gold
Twinkies will be buried
somewhere in the USA.
 Participants directed to
Twinkies
website/Twitter/Facebook to
look for daily posted clues.
 Clues also located within
Twinkies boxes.
 Finder wins a cash prize and
the solid gold Twinkies.
Copyright 2013

8. Guerilla Marketing: “Twinkies Armored Car”
 Armored Twinkies Car
would drive around select
cities, sampling Twinkies at
popular events.
 “Twinkies. Better Than Gold.”
slogan and larger than life
Twinkie images would be
part of the vehicles design.
 Twinkies Website and
Facebook Page would
allow people to track the
route of the truck.
Copyright 2013

9. Sampling Idea: “Mini and Mega Size”
 Sample Twinkies in unusual sizes,
the “Golden Nugget”(aprox 3
inches) and the “Fort Knox”
(aprox 18 inches).
 Gives new, fun twist to an old
classic
Copyright 2013