Rebranding

What is the Little Debbie brand? In 1935, the McKee’s started their own baked goods business, which is still known and very popular today. The brand Little Debbie has become such an icon for its great and fresh tasting snacks. However, the Oatmeal Creme Pie has been the catalyst towards the companies success and it is still an American favorite.

Little Debbie: Packaging Timeline

• 1960: The first family-pack was produced and consisted of the original snack cake, the Oatmeal Creme Pie

• 1964: 14 varieties out from growing popularity

• 2013: McKee ships more than 900 million cartons of Lit-tle Debbie products

• 1930: Twinkies sponge cakes are invented by James Dewar as a way to make an inexpensive product during the De-pression

• 2008: Twinkies are repackaged into a 100-calorie “Twinkie Bites” snack pack in a bid to appear more health conscious

• 2013: Makes a comeback after closing in 2012

CompetitionVS.

By completely rebranding Little Debbie, we aim to focus on a target audience between 18-35 years old. Since our tar-get audience is young, we want to modernize Little Debbie into popular culture. Rap music is something that has been popular especially in this generation, so for our campaign are going to base it off of a well publicized rap “fight” between Meek Mill and Drake. This will be accomplished by incorporating a mix of print and social media to engage consumers and establish a stron-ger brand image. Each of these ads will be referring to how Little Debbie has stayed intact while Hostess went bankrupt. The goal for this campaign is to show that Little Debbie nev-er needed a “comeback” and to increase consumer loyality.

Utilizing Pop Culture Engineering

(Popular posts made in response to the rap beef earlier this year)

Oatmeal Creme PiesCONTAINS 12 SNACKS INDIVIDUALLY WRAPPED NET WEIGHT 31.78 OZ. (1LB. 15.78 OZ.) 901 g

Box Redesign

Better looking cookies

Updated font Use of their updated icon

Fresh color choice

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Ad #1A cookie inspired microphone

Ad #2A play on popular rap lyrics

Ad #3

a

A “diss” on Hostess’s new slogan

Snapchat:

This Snapchat filter gives ourconsumer a chance to wear Little Debbie’s signature hair and hat. The filter also in-cludes a microphone to en-courage playfulness with their friends.

The Little Debbie Snapchat allows our loyal consumer to,

• Wear Little Debbie’s signature curly read hair and hat in a specially designed filter

• Make videos with the filter and create a state-ment of their own to send to friends

• Utilize the campaign hashtag in the caption

Twitter: What do you guys want Lil Debbie to speak on next? #LilDebbieDropsTheMic

Hey @Hostess, what took the “comeback” so long?

Twinkies were never good anyways... #LilDebbieDrops-TheMic #Oatmeal4ever

Little Debbie’s new Twitter will feature,

• Interactive tweets to involve the followers

• Humorous Hostess quips

• Incorperation of the hashtag, #LilDebbieDropsTheMic