Tastykake's iconic favorites became "doubly-delicious" with the debut of the Tastykake Doublicous™ line - twice-iced Butterscotch Krimpets and twice-filled Peanut Butter Kandy Kakes. To build buzz and excitement around the launch, Vault developed the concept of "Doublicious Duos Day," a public relations and sampling event that would communicate the message of "doubling" iconic products to two of Tastykake's core audiences - moms and their children.
After arranging exclusive media partnerships in two of Tasty Baking Company's largest markets, Philadelphia and Harrisburg, Vault rallied twins or "duos" of all ages to attend a free, "short and 'sweet'" weekend lunch at an area mall. At the events, over 170 sets of identical and fraternal twins received free Doublicious product, as well as the chance to mingle with other local twins, win cash and prizes and of course, enjoy Tastykakes and milk.
Vault also demonstrated expertise in word-of-mouth marketing by reaching out to active local twins and "Moms of Multiples" clubs to generate grassroots buzz about the event. These groups proved strong and united, and attributed largely to the attendance numbers. Local television stations couldn't turn down the dynamite visual - hundreds of twins mingling and enjoying Tastykakes - and regional coverage ensued. Vault also hired two local sets of identical twins to visit key AM disc jockeys with Doublicious product, resulting in product discussion during morning drivetime on local radio stations (such as WIP 610 AM and WMMR 93.3 FM) that hit Tastykake's target demographics. The product launch was also covered in several local newspapers (including a cover story in The Philadelphia Inquirer), and during nine different broadcasts representing all network affiliates (NBC, ABC, CBS and FOX).
Now that's Tasty!