Cossette and Hostess Launch ‘Craze’ with a Record-Breaking Skydive

Snack cake icon Hostess is officially launching Hostess Craze, a brand-new lineup featuring Brownie Popz, Xplosion Cakes, and Choco Layz. But instead of settling for standard grocery aisle real estate, the brand teamed up with Cossette to drop its new products from the sky: literally.

The Ultimate Lead of Taste

At the heart of the maximalist campaign is the return of G.O.A.T. (Greatest Of All Tasters), the brand’s notoriously outspoken puppet character. To match the intensity of the Craze lineup, Cossette skipped traditional advertising rules and built a high-suspense rollout mirroring a major movie premiere, complete with teasers, trailers, and a heavy dose of escalation. 

The campaign peaks with a record-setting stunt: an attempt at the world's highest skydive ever completed by a goat puppet. It answers the burning question absolutely no one was asking: How far can a puppet fall? 

Snacking for the Content Generation

The campaign is built directly for a new generation of snackers who prioritize content over traditional corporate messaging. 

The campaign runs from July 6 to September 13 across web, OOH, digital, and social platforms.