Millenials view Hostess as the brand of their parents’ youth. The problem isn’t awareness, it’s perception. During a time where Millennial parents are reappraising everything in their lives in search of a more joyful existence, this is the opportune moment to reintroduce them to Hostess as the ultimate symbol of joy by way of leveraging their already iconic (and trademarked) symbol: The Squiggle. Let’s activate the Squiggle out in the world to bring people as much joy as Hostess snacks themselves, rebranding it as “The Icon of Joy.”