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better than gold

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lcolasanti

The document proposes a brand engagement idea called "Twinkies Are Better Than Gold" to position Twinkies as a superior treat compared to gold. It suggests the idea could ignite a rebirth of the Twinkies brand. Several advertising concepts are outlined that use the theme of Twinkies being better than gold, including TV spots, print ads, social media campaigns, guerilla marketing, and novel product sampling sizes.

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Twinkies. Better Than Gold. Lou Colasanti lcolasanti@luc.edu Copyright 2013
Brand Engagement Idea: Twinkies Are Better Than Gold The specialness of Twinkies is beyond compare. While the delicious golden cake more than holds its own with any competitor, the rich, luscious cream on the inside is what truly sets Twinkies apart. The Better Than Gold brand engagement idea positions Twinkies as a superior and unique treat. It capitalizes on the notion that Twinkies are far more valuable than a mere golden cake. Comparing Twinkies to the worlds most precious metal quickly establishes the brands superiority in a fun, easily communicated way. Its a broad platform that capitalizes on the products strength and has the power to ignite Twinkies rebirth. Potentially, it can become part of todays cultural fabric (people might start using the better than gold expression as a way to talk about how theyre doing or refer to something they admirethat band is better than gold). Copyright 2013
TV: First Place Open on a Scout Pinewood Derby race. The main characters car is last in every race. At the end of the event, he applauds the winners as theyre awarded trophies. His disappointment is obvious. Before heading home, his dad texts the Scouts mom to tell her what happened. When they get home his mom presents her son with a special trophy made out of a Twinkie. Hes all smiles. Tagline; Twinkies. Better than Gold. Copyright 2013
Print: The Vault t Headline: Twinkies. Better than Gold. Visual: state of the art bank vault stuffed to the brim with a ridiculous amount of Twinkies. Copy describes how Twinkies are more than mere golden cake. Theyre full of delicious, rich cr竪me that makes them a rare treat. Copyright 2013
Print: The Goose That Laid The Golden Twinkie Headline: Twinkies. Better Than Gold. Visual: Goose that has laid a golden Twinkie. Copy: Describes how Twinkies are more special than even a golden egg. Theyre full of delicious, rich cr竪me that makes them a rare treat. Copyright 2013
Social Media: Be A Twinkies Wrapper Encourage participants to create a rap video using the phrase Twinkies. Better Than Gold. Videos will be posted to Twinkies Youtube Channel. Entries with the most likes will receive prizes including Twinkies Bling such as gold necklaces and rings. Copyright 2013
Social Media: Twinkies Treasure Quest A box containing 24K gold Twinkies will be buried somewhere in the USA. Participants directed to Twinkies website/Twitter/Facebook to look for daily posted clues. Clues also located within Twinkies boxes. Finder wins a cash prize and the solid gold Twinkies. Copyright 2013
Guerilla Marketing: Twinkies Armored Car Armored Twinkies Car would drive around select cities, sampling Twinkies at popular events. Twinkies. Better Than Gold. slogan and larger than life Twinkie images would be part of the vehicles design. Twinkies Website and Facebook Page would allow people to track the route of the truck. Copyright 2013
Sampling Idea: Mini and Mega Size Sample Twinkies in unusual sizes, the Golden Nugget(aprox 3 inches) and the Fort Knox (aprox 18 inches). Gives new, fun twist to an old classic Copyright 2013

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better than gold

  • 1. Twinkies. Better Than Gold. Lou Colasanti lcolasanti@luc.edu Copyright 2013
  • 2. Brand Engagement Idea: Twinkies Are Better Than Gold The specialness of Twinkies is beyond compare. While the delicious golden cake more than holds its own with any competitor, the rich, luscious cream on the inside is what truly sets Twinkies apart. The Better Than Gold brand engagement idea positions Twinkies as a superior and unique treat. It capitalizes on the notion that Twinkies are far more valuable than a mere golden cake. Comparing Twinkies to the worlds most precious metal quickly establishes the brands superiority in a fun, easily communicated way. Its a broad platform that capitalizes on the products strength and has the power to ignite Twinkies rebirth. Potentially, it can become part of todays cultural fabric (people might start using the better than gold expression as a way to talk about how theyre doing or refer to something they admirethat band is better than gold). Copyright 2013
  • 3. TV: First Place Open on a Scout Pinewood Derby race. The main characters car is last in every race. At the end of the event, he applauds the winners as theyre awarded trophies. His disappointment is obvious. Before heading home, his dad texts the Scouts mom to tell her what happened. When they get home his mom presents her son with a special trophy made out of a Twinkie. Hes all smiles. Tagline; Twinkies. Better than Gold. Copyright 2013
  • 4. Print: The Vault t Headline: Twinkies. Better than Gold. Visual: state of the art bank vault stuffed to the brim with a ridiculous amount of Twinkies. Copy describes how Twinkies are more than mere golden cake. Theyre full of delicious, rich cr竪me that makes them a rare treat. Copyright 2013
  • 5. Print: The Goose That Laid The Golden Twinkie Headline: Twinkies. Better Than Gold. Visual: Goose that has laid a golden Twinkie. Copy: Describes how Twinkies are more special than even a golden egg. Theyre full of delicious, rich cr竪me that makes them a rare treat. Copyright 2013
  • 6. Social Media: Be A Twinkies Wrapper Encourage participants to create a rap video using the phrase Twinkies. Better Than Gold. Videos will be posted to Twinkies Youtube Channel. Entries with the most likes will receive prizes including Twinkies Bling such as gold necklaces and rings. Copyright 2013
  • 7. Social Media: Twinkies Treasure Quest A box containing 24K gold Twinkies will be buried somewhere in the USA. Participants directed to Twinkies website/Twitter/Facebook to look for daily posted clues. Clues also located within Twinkies boxes. Finder wins a cash prize and the solid gold Twinkies. Copyright 2013
  • 8. Guerilla Marketing: Twinkies Armored Car Armored Twinkies Car would drive around select cities, sampling Twinkies at popular events. Twinkies. Better Than Gold. slogan and larger than life Twinkie images would be part of the vehicles design. Twinkies Website and Facebook Page would allow people to track the route of the truck. Copyright 2013
  • 9. Sampling Idea: Mini and Mega Size Sample Twinkies in unusual sizes, the Golden Nugget(aprox 3 inches) and the Fort Knox (aprox 18 inches). Gives new, fun twist to an old classic Copyright 2013