Reference no: EM132220672

Read: Twinkie has had a long long road in the branding, they have gone away and come back. The first time Twinkies faced a problem was in 2012 when the company went bankrupt due to a national strike. Twinkie was forced to close their doors and had to go into "hiding" for years. This was a huge disappointment to their consumer base as people who have loved the brand for years found themselves having to look to ebay and other places to get their twinkie fix. Upon Twinkies revival they centered their marketing campaign around the tagline "the sweetest comeback in history." It was a very relatable campaign as consumers were without the sweet treat for a while. They created a tagline that was easy and to the point and consumers enjoyed that. The marketing team wanted to center their strategy around a homely theme that consumers could really get behind and they hit the nail on the head. Internal stakeholders played a big role in making sure the brand even had a chance to succeed again. They optioned the company to be on the NASDAQ stock exchange, and even sold a majority of the company given it was in danger of going bankrupt. A lot of workers were laid off but they made strides to keep the company alive. The ad agencies here were in a position to make the brand be great in the eyes of the community. They needed to field a campaign that showed the world that the Twinkie brand was back and "the sweetest comeback ever" was the perfect campaign to run.

Question: In response to your peers, critique their evaluation of the reinvented brand. Do you agree that these strategies were effective in helping to reinvent the brand? Explain. What other strategies were not considered or could a brand manager have used to ensure that the brand remain relevant?