Hostess 100 calorie packs - real cake launch campaign

A 2007 launch campaign for Hostess 100 Calorie Snack Cakes. The brand was suffering competitively under social concerns about obesity and junk food.

Hostess 100 Calorie Packs “Real Cake” Launch Campaign1

HOW DO YOU INVIGORATE ONE OF AMERICA'S MOST ICONIC BRANDS? BE REAL.

3 Cakes. 100 Calories. Real Satisfaction.

That was the headline/tagline/rallying cry for the launch of the new Hostess 100 Calorie Snack Cakes at the beginning of 2007. It says it all.

It's a deceptively simple expression of the offering. Like any great idea, in hindsight, it appears to be the obvious solution. However, in the Spring of 2006, it was anything but obvious.

THE REALITY … A DAUNTING TASK

Background

Business Situation and Competitive LandscapeIn 2006, the iconic Hostess...

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