The document proposes a "Big Idea" campaign called "The Twinkie Olympics Games" to make the Twinkie brand relevant again and increase sales. Market research including surveys, interviews, and focus groups was conducted. A SWOT analysis found Twinkie's strengths include its iconic brand name, while weaknesses include declining sales and lack of new products. The campaign would involve viral video competitions to engage consumers and generate publicity, followed by new product launches and point-of-purchase displays to drive impulse buys. The goal is to take advantage of renewed interest in Twinkies from their recent change in ownership and bankruptcy to regain market share from competitors like cupcakes.