Hostess Brands, new owners of Twinkies, having recently declared not one, but two Chapter 11 bankruptcy filings, are once again making the famous brand available across the country.
50 million Twinkies are being shipped, after reducing the number of employees and factories, increasing distribution through convenience stores, and eliminating union employees.
The publicity surrounding first the demise of the famous brand, and now its resurrection has been titanic. Far more awareness than any advertising budget might have generated. And for free. Who needs advertising?
When Apple Computer introduced the Macintosh, the advertising was an essential component in its success, but the publicity maybe even more so. The difference from Twinkies was that most of the publicity was as a result of the famous “1984” TV Superbowl commercial and less so as regards the product.
Advertising. It’s a crazy business. www.theinsanityofadvertising.com