Update, 1:30 p.m. ET: Ellen Copaken, Hostess Brands' senior director of marketing, said in an emailed statement to TheBlaze that "touchdown" was intentional.
"Since embarking on the 'Sweetest Comeback in the History of Ever' nearly two years ago, Hostess has employed a strategy aimed at contemporizing the brand," Copaken said. "The bolder approach has been particularly visible in the brand's social media platforms. The Touchdown' line was intentional; it's fun and aimed at young audiences who are in on the running joke — which, of course, is the goalllll."
As eye catching as a Hostess Cupcake with two red frosting swirls that make it look like a baseball in honor of the season's opening day might be, it's not the treat that has everyone talking but an apparent gaffe associated with its promotion.
Instead of a baseball term like "home run" to accompany its tweet, Hostess pulled one from football with the word "touchdown."
People on Twitter immediately jumped on it.
hostess graphic designer … YOU HAD ONE JOB pic.twitter.com/TQ6L01fGGv— kelly cohen (@politiCOHEN_) April 6, 2015
@Hostess_Snacks That tweet was a slam dunk!— Dansting (@Dansting) April 6, 2015
Some have pointed out that the mismatch might have actually been a genius move to make the campaign go viral.
You know who's smiling really wide right now and will probably get a promotion? The person at @Hostess_Snacks who came up with that.— RB (@RBPundit) April 6, 2015
Viral marketing. Hostess gets it.— RB (@RBPundit) April 6, 2015
Stop retweeting that Hostess thing. It's an obvious ploy to get you to advertise for them & it makes you look like a dunce.— Timothy Burke (@bubbaprog) April 6, 2015
WHY IT'S ALMOST AS IF HOSTESS INTENTIONALLY MADE AN INCORRECT STATEMENT AS A JOKE IN THIS AGE OF WEIRD, VIRAL MEDIA— Neal Dewing (@Neal_Dewing) April 6, 2015
A spokeswoman with LAK Public Relations, which coordinates PR for Hostess, told TheBlaze there is no official statement from the packaged baked goods maker on the "touchdown" tweet yet. She did confirm, however, the baseball-themed cupcakes are a real thing and will be hitting shelves this season.
This post will be updated when we receive more information from Hostess about the tweet.
A couple of hours after their original tweet, Hostess posted this:
.@SInow WHAT?! We're just excited that Sportsball started again today.— Hostess Snacks (@Hostess_Snacks) April 6, 2015
Front page image via Sheila_Fitzgerald/Shutterstock.com
This story has been updated to include more information.