Twinkies targeted young men with a convenience-store sweet tooth

08/7/2013 | Adweek

Hostess' relaunch of Twinkies largely focused on gaining new male customers aged 18 to 35 who tend to buy convenience-store snacks. Hostess spent approximately $3 million on the initial campaign and is developing celebrity-endorsement deals to continue the pitch. The campaign used a new attitude that is "aggressive, bigger, bolder and younger," said David Lubeck of Bernstein-Rein, Hostess' ad agency.

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