Client Showcase

Services – Experience, Digital



Coleture is Hostess’ long-time agency of record handling the brands activation strategy for their iconic mascot, Twinkie the Kid.

Long Live the Twinkie

In 2016, the 100 year-old beloved brand returned to the market in a big way, and Coleture has been their agency partner ever since their delicious comeback. The team knew this was a prime opportunity to amp up their experiential efforts for their NASDAQ launch plus develop a new and improved brand strategy starring Twinkie the Kid. Since then, our team has commanded the brand’s national mascot game plan, including the day-to-day management of operations and appearances. From large scale trade-shows to partner store openings and sponsorship programs, Coleture facilitates all elements of mascot events and appearances, from freight to staffing and everything in between. So if you ever get to see Twinkie the Kid, Coleture made it happen.

A Piece of (Cup)Cake

The engaging and memorable experiential campaigns Coleture produces for Hostess each year are the icing on our snack cakes. From sampling programs and pop-ups to new product launches and media tours, we handle it all. When it came to Hostess’ launch on NASDAQ, our team took over Times Square for a branded street team experience, sharing sweet snacks with thousands of New Yorkers. For the brands partnership with Nestle, an experiential pop-up tour gave fans and media early access to sample Hostess flavored ice cream sundaes. And for the huge 100th Sweetennial Anniversary celebration, a national pop-up consumer and media tour featuring Twinkie the Kid yielded delicious results.

Making Content From Scratch

Coleture’s content development team helped Hostess celebrate sweet occasions like National Twinkie Day and Valentine’s Day by capturing Twinkie the Kid’s journey to spread love and cheer in cities across the country as part of a social video series. Our team has also created successful strategic partnerships like Hostess’ inclusion in the Great Inflatable Race, a fun run filled with inflatable obstacles, to capture organic surprise-and-delight moments of America’s favorite mascot running (at times unsuccessfully) through the race, generating unique GIF’s that have generated more than 20 million impressions, and counting.