The Hostess Munchie Mobile, a marketing initiative by J.M. Smucker, is bringing cannabis-themed promotions to dispensaries in anticipation of 4/20. This shift marks a significant departure from the nostalgic marketing traditionally associated with Hostess, reflecting the brand's need to regain relevance as snack sales decline. The campaign includes unique promotions like the 'Speakie Snackie' for free snacks, and highlights Smucker’s efforts to connect emotionally with consumers, using irreverent updates to their branding to appeal to a new audience.
Imagine the iconic kid's brand Hostess Twinkies cruising in a 'Munchie Mobile' to cannabis dispensaries. This isn't The Onion. This isn't a Saturday Night Live sketch.
This initiative marks a sharp turn for a brand known for childhood nostalgia. Smucker admits Hostess had lost relevance.
A pun-filled press release notes the brand is 'taking the high road' and includes the promise, 'We Twinkie swear it will be lit.'
Smucker is trying multiple approaches. They've redesigned packaging and created a 'Speakie Snackie' promotion. Brands need emotional connections with consumers.
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