• Adweek, Friday, August 9, 2013 8:02 AM

Hostess says Twinkies are Dude Food, and is aiming the relaunched brand at convenience-food-loving guys 18-35 years old. Under “The sweetest comeback in the history of ever” tagline, Hostess flooded social media, prompted fans to make Vine videos, dispatched guerrilla street teams and food trucks to major markets, painted giant wallscapes and sent the cheesy Twinkie the Kid mascot on tour around the July 15 reappearance of the snacks. The campaign cost $3 million; the company says it can scarcely keep up with the demand.

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