Cossette's Big Drop

To launch Hostess Craze, Cossette Marketing & Communications agency didn't just create a campaign—it staged a spectacle. Movie-style teasers, social-first storytelling and a record-breaking skydive starring the brand's puppet mascot, G.O.A.T. (Greatest Of All Tasters), turned a snack launch into an entertainment event.

Hostess Craze is a new collection of snack cakes featuring Brownie Popz, Xplosion Cakes and Choco Layz. Rather than relying solely on in-store displays and conventional advertising, the brand partnered with Cossette to make its arrival impossible to ignore—by dropping its latest creations from the sky.

The Ultimate Leap of Taste

At the centre of the maximalist campaign is the return of G.O.A.T. (Greatest Of All Tasters), Hostess's outspoken puppet spokesperson. To match the bold personality of the Craze lineup, Cossette abandoned traditional advertising conventions in favour of a high-energy rollout inspired by major film releases, complete with teasers, trailers and an escalating sense of anticipation.

The campaign reaches its climax with an attempt at a world record: the highest skydive ever completed by a goat puppet. The stunt playfully answers a question few people were asking—just how far can a puppet fall?

"We set out to create a spectacle, not just a campaign. By shifting our strategy from standard advertising to pure entertainment, we transformed a simple product drop into an inclusive, out-of-the-ordinary cultural moment that anyone can participate in."

— Patrick Michaud, Vice-President and Executive Creative Director, Cossette.

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Snacking for the Content Generation

Designed for a generation that values entertainment and shareable moments over traditional brand messaging, the campaign positions Hostess Craze as more than a product launch—it's an event.

"We saw an opportunity to launch Hostess Craze in a way that reflects how people actually engage with content today, This isn't just a product announcement; it's cultural currency. It's loud, it's unexpected, and it gives people something to tune in to."

— Kelly Matthews, Brand Manager, Bimbo Canada.

Running from July 6 to September 13, the campaign unfolds across web, out-of-home, digital and social, building anticipation long before—and extending the spectacle well beyond—the moment G.O.A.T. takes the leap.

CREDITS:
Client:  Hostess Canada (Bimbo) – Mike Bascom, Bernardo Caupers, Kelly Matthews
Agency: Cossette
Creative: Patrick Michaud, Jocelyn Goyer, Andrew Lord
Strategy: Robyn Hutman, Solenn Desjardins-Kaci
Account Management: Mélodie Desrochers Ndlela, Mélanie Desjardins
Broadcast/Electronic Production: Laurence Houle
Print / Digital Production: Martin Lemay
Language Services / Translation:  Carol-Ann Savick, Chelsey Lam, France Auger
Agency Production: Septième
Media Agency: PHD
Production House: Carton Rouge 
Director: Didier Charette
Post-Production: Post 430 
Audio Studio: LaMajeure

The campaign suggests that in an attention economy, the biggest product launches aren't just seen—they're experienced. By treating Hostess Craze like a blockbuster premiere, Cossette created a debut built to travel far beyond the snack aisle.