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Hostess Unwraps New Packaging

In its first major package revamp in 25 years, Interstate Bakeries is rolling out a new look for its iconic Hostess snack cakes, which is heralded in a new TV, outdoor and in-store effort, according to BrandWeek.

The redesign, by Baker Associates of Wayzata, Minn., features a blend of Hostess equity colors with dialed-up product visuals and graphics on packages of Twinkies, Cup Cakes, Ding Dongs, Ho Hos, Suzy Qs, Donettes, Mini Muffins and Donut Bites sold in California, Arizona and Nevada. It will go national by year's end.

Twinkie the Kid, the classic mascot that began appearing on Twinkie packaging in the 1970s, plays a more prominent role in the new design. "Curly," a new icon, has been added to packages of Cup Cakes, which date back to 1919.

The ad campaign, by Rogers Townsend, St. Louis, broke this week. Tagged "Fresh Face, Same Great Taste," a 30-second spot introduces the new design with a nostalgic message it hopes will resonate with consumers, the magazine reported. Mobile billboards and grocery cart ads in-store debut in California, Arizona and Nevada next week.

The new ad campaign, launched in connection with the new packaging, reflects IBC's strategy of seeking to communicate with moms, its primary market, with marketing that has a modern look, but that still leverages the nostalgic equity of the Hostess brand, according to Jacques Roizen, interim chief marketing officer for Interstate Bakeries Corp., which makes Hostess products.
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