Twinkies to Leverage Comeback Story
July 09, 2013
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It turns out that one of the main problems of the 2009 Woody Harrelson horror-comedy “Zombieland” has been averted. In the movie, Harrelson's character, Tallahassee, a gun-slinging survivor of a zombie apocalypse famously lamented, "Someday very soon, life's little Twinkie gauge is going to go empty."
Tallahassee spends much of “Zombieland” trying to find at least a single Twinkie that has survived the apocalypse. The movie has a happy ending; in a world filled with crazed, flesh-eating zombies, Tallahassee does find his Twinkies.
Like zombies, Twinkies are coming back from the dead. Maybe life does imitate art after all. The box will leverage consumers’ fervor about the threat to the icon’s demise by prominently including the message, “The Sweetest Comeback in History Ever.”
The product returns with a very different supply chain. The previous distribution system involved roughly 6,000 drivers delivering products to stores and placing them on shelves (i.e. DSD or Direct Store Delivery). The old distribution system included intricate rules that required drivers to deliver bread and cakes on separate trucks, which complicated the supply chain and increased costs. Those delivery routes also only serviced about one-third of convenience stores; leaving some consumers without easy access to their beloved snack.
In the future, the company will be using third-party drivers to deliver products through retailer distribution centers that are some of the most efficient consumer goods delivery networks. In addition, they expect to add more than a 100,000 distribution points by the end of the year.
As Tallahassee said, "This Twinkie thing, it ain't over yet."
July 09, 2013
inShare55
It turns out that one of the main problems of the 2009 Woody Harrelson horror-comedy “Zombieland” has been averted. In the movie, Harrelson's character, Tallahassee, a gun-slinging survivor of a zombie apocalypse famously lamented, "Someday very soon, life's little Twinkie gauge is going to go empty."
Tallahassee spends much of “Zombieland” trying to find at least a single Twinkie that has survived the apocalypse. The movie has a happy ending; in a world filled with crazed, flesh-eating zombies, Tallahassee does find his Twinkies.
Like zombies, Twinkies are coming back from the dead. Maybe life does imitate art after all. The box will leverage consumers’ fervor about the threat to the icon’s demise by prominently including the message, “The Sweetest Comeback in History Ever.”
The product returns with a very different supply chain. The previous distribution system involved roughly 6,000 drivers delivering products to stores and placing them on shelves (i.e. DSD or Direct Store Delivery). The old distribution system included intricate rules that required drivers to deliver bread and cakes on separate trucks, which complicated the supply chain and increased costs. Those delivery routes also only serviced about one-third of convenience stores; leaving some consumers without easy access to their beloved snack.
In the future, the company will be using third-party drivers to deliver products through retailer distribution centers that are some of the most efficient consumer goods delivery networks. In addition, they expect to add more than a 100,000 distribution points by the end of the year.
As Tallahassee said, "This Twinkie thing, it ain't over yet."
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