KANSAS CITY, Mo. – If you thought of Twinkies as a children’s snack food, think again. The new owner of the iconic Hostess snack cake is going after men between the ages of 18 and 35 with its advertisements, and it appears to be paying off, Advertising Age reports. Twinkies hit the shelves last month in a new version that contains around 10% fewer calories than its predecessor.

With the tagline, “The sweetest comeback in the history of ever,” Hostess took to social media, blanketed major markets with food trucks and street teams, and resurrected Twinkie the Kid mascot for a tour last month. The response was overwhelmingly popular: The initial shipment of 85 million Hostess CupCakes and Twinkies sold out in a flash, with orders for 100 million addition of those two products.

“We used a different tone, attitude and voice,” said David Lubeck, executive vice president for Bernstein-Rein, the ad agency behind the Twinkie relaunch. “We went for aggressive, bigger, bolder and younger.”

Apollo Global Management, owner of CKE Restaurants, and C. Dean Metropoulos & Co., purchased the bankrupt Hostess last year. The new campaign goes after brand loyalists but will aggressively court younger men. While traditionally available at convenience stores and supermarkets, Twinkies and other Hostess products will soon be shelved in nontraditional retailers.

“The scarcity created demand,” said Allen Adamson, manager director of Landor Associates. “Now they’ll need to go from quaint and old-fashioned to trend-right. They can’t be on autopilot. They’ll have to be scrappy.”