Marketing and all things related

You remember the Atkins diet craze, right? Maybe you even lost a few pounds. While the diet worked wonders for many, it also devastated Interstate Bakeries, the parent of Wonder Bread. The company’s sales dropped 9% for the year in food, drug and mass outlets (excluding supercenters,) and the company is in bankruptcy. But according to Ad Age (free registration required,) Interstate Bakeries is about to launch a $ 10 million advertising campaign featuring the national rollout of its healthier new whole-grain offerings. Commercials will appeal to Moms to give kids what they love—Wonder.

Marketing Blurb reminds everyone that Interstate Bakeries is also the parent company for Hostess Cupcakes, Twinkies, Drakes Cakes, and Dolly Madison Cakes. Health and diet fads come and go, but junk food indulgence is always in. Marketing Blurb will go out on a limb and say this new ad campaign is a serious mistake. The burger industry has already learned the truth. Customers do not want salad and fruit. Customers want fat, high calorie burgers which include cheese, bacon, and Paris Hilton on the side. So, forget whole-grain Wonder Bread. Kids (and their moms) really want a damned Twinkie. Photo Credit: Interstate Bakeries Corp.