Welcome back [Yawn]
This week marks the reintroduction of the iconic Twinkies brand into the marketplace after an eight month hiatus following rumors of its demise. Imagine the packaging inspiration that went into this 80 year-old product in order to revive it and excite consumers to buy “golden sponge cake with creamy filling.”
Perhaps the new owners, private equity firms Apollo Global Management and Metropoulos & Co., used up all their money to buy the troubled Hostess company and couldn’t afford any R&D, because the packaging is nearly identical to its pre-bankruptcy days, save for a change in the blue hue, the ousting of the Twinkie cowboy and a new tagline: “The Sweetest Comeback in the History of Ever.”
As an aside, and at the risk of sounding hypercritical, “ever” is an adverb not a noun so…the tagline is grammatically incorrect.
Daren Metropoulos, principal of Metropoulos & Co., said in a statement to ABC News, “America wanted Hostess back — they wanted the original. Very soon consumers will once again be able to enjoy Twinkies, CupCakes and other great Hostess snack cakes. A comeback by any other name could never be as sweet.”
Perhaps a cool package design wasn’t necessary or even opting for the best package design, but by just dropping Twinkies back into the marketplace without a clear brand strategy (at least it doesn’t appear to be executed) or a sound message,the media is left to differentiate the brand and define its message. News reports are currently focusing on the new shelf life (forever vs. 45 days) and the smaller size/calories (1.5 oz/150 cal. vs. 1.4 oz/135 calories). Twinkies didn’t actually have a “forever” shelf life, but people enjoyed the myth.
What do you think? Tweet me @howbrand and let me know.
Since marketing and advertising can make or break a brand, I’d encourage anyone looking to bulk up their portfolio and make a name for themselves in the package design industry to register for our upcoming bootcamp and workshop. Jennifer Tausch, creative director for LPK Beauty in Cincinnati, will teach Introduction to Package Design and Beverage Packaging Design Bootcamp.
What does it take to redesign packaging for an existing product? What do you need in your portfolio to get the attention of major marketing firms? Register now and start building a larger portfolio with these two package design programs!
Visit HOW Design University to learn more.