There’s something undeniably nostalgic about Hostess. For many of us, those soft, golden Twinkies or the powdered Donettes bring back memories of packed school lunches and gas station snack runs. But let’s be honest — nostalgia alone doesn’t pay the bills, especially in a market where consumer habits change as fast as TikTok trends.
Hostess, under the ownership of J.M. Smucker, knows this better than anyone. After acquiring the snack icon in 2023, Smucker didn’t just slap their name on the brand and call it a day. Instead, they set out on a full-scale brand revitalization. And not just the superficial kind — we’re talking about a transformation that reaches deep into how the brand looks, sounds, and shows up in the lives of younger, modern consumers.
This is a story of reinvention — and there’s a lot here for entrepreneurs and marketers to learn.
Saying goodbye to “dusty” branding
Let’s start with what wasn’t working. Hostess was hanging on to the past; the advertising wasn’t resonating, the packaging was retro, and its appeal was quietly fading away. Younger consumers were boycotting the brand outright, but older demographics still were able to thoughtlessly throw a box into the cart.
J.M. Smucker recognized this gap. They didn’t just want Hostess to survive — they wanted it to thrive. In an attempt to approach Hostess as a brand with potential yet to be tapped and not as a legacy brand in the past, they rolled up their sleeves and got their noses to the grindstone. That is when the brand rejuvenation came into the picture.
They began with the images. The packaging got a much-needed makeover with sharper images, bold fonts, and brighter colors. The logo was further given a whimsical touch through the inclusion of a white fluffy cloud to make the food light and airy. The cloud was used as a creative cue to remind customers that the treats are decadent and fanciful but not overly serious, in addition to being a work of art.
Speaking the new snack language
But a new look wasn’t enough. The real magic happened when they decided to rethink the brand voice.
Hostess launched its new platform: “Speakie Snackie.” At first glance, it sounds like a playful tagline, but there’s something deeper going on. The entire campaign plays off puns using their signature snacks — think lines like “Twinkie swear” instead of pinkie swear, or “Donette stop watching” instead of don’t stop watching.
By combining Hostess with the language that gets spoken and anchoring the brand in popular culture, they are talking to younger generations who love shareable content, clever wordplay, and brand personalities that feel human and not machine-like.
This is the heartbeat of their brand revitalization: making the brand feel modern, accessible, and fun again — without losing the emotional nostalgia that older audiences still hold.
Going where the snackers are
And then there’s how Hostess is showing up — not just what they’re saying, but where they’re saying it.
They are largely using short-form, scroll-stopping content on digital media such as Spotify and social media. To ensure that the brand appears at snackable moments, such as during a podcast interlude or a relaxing music session, they have even entered into a strategic alliance.
Their planned introduction on April 20, the so-called “cannabis holiday” that quietly evolved into a vital dining occasion for so many, is quite arguably their most assertive move to date. In introducing their “Munchie Mobile,” Hostess is going whole hog into cultural contemporaneity instead of tiptoeing in.
Now, not every brand can or should go this route. But the lesson here isn’t about weed culture — it’s about knowing your audience, leaning into their interests, and having the courage to meet them where they are.
For Hostess, this is a sign of confidence and clarity — and it’s one of the reasons their brand revitalization feels so authentic and not like a marketing gimmick.
What entrepreneurs can learn from Hostess
If you’re building a brand — or trying to breathe life into an existing one — there’s a lot to learn from the Hostess playbook.
First, start with honesty. Ask yourself: is your brand still speaking the right language for today’s audience? If not, it might be time to refresh more than just your logo. Hostess did not only change their looks, but they also altered how they spoke and where they were seen.
Second, move toward cultural relevance but in a way that is true to your product and values. Hostess didn’t follow trends for the sake of being trendy. They discovered an organic connection between their brand identity as a snack food business and times in which snacking is integrated into cultural practices.
Lastly, don’t underestimate the strength of a well-coordinated campaign. From packaging to wit, from social media advertising to collaborations, everything is working in sync to push Hostess into the modern age.
It’s not easy to reinvent a brand that’s been around for decades — but Hostess is proving that it’s possible and that the results can go beyond aesthetics. Early signs of success include a stronger emotional connection with younger audiences and more cultural relevance than the brand has had in years.
That’s the true power of brand revitalization — when it’s not just about looking fresh but feeling relevant again.
Revitalization is a journey, not a campaign
J.M. Smucker still has some work ahead of them. Its executive team has been openly discussing the challenges, which have varied from distribution issues to drops in consumer demand brought on by inflation. Yet they have also talked about a long-term strategy, and more importantly, they are taking action to support it.
For any entrepreneur, founder, or marketer watching from the sidelines, this is more than a case study — it’s a reminder that legacy doesn’t have to mean outdated. With a little courage to try something bold and a clever marketing strategy, your brand can evolve without losing its roots.
The world doesn’t need more perfect brands. It needs brands that aren’t afraid to grow.
And Hostess? They’re doing just that — one snack-sized moment at a time.
FAQ’s
1. How do I refresh my brand without starting over?
Try updating your look and voice to better match your current audience.
2. Is hopping on trends worth it for brands?
Yes—if it feels natural and true to what your brand stands for.
3. What’s a quick win in digital marketing?
Create short, fun content that fits where your audience scrolls.