MoonPie, the chocolate marshmallow treat that has been satisfying Americans for over 100 years has seen a shocking renaissance as of late. Never known as a particularly hip brand, the snack cake manufacturer has been a well-known property — particularly in the Southern United States — but has never particularly ubiquitous in the way that other snack cake, like Twinkies, have been. After a century of inoffensive marketing, the company decided to hand over the reins of their social media properties The Tombras Group, who in turn decided that the best marketing strategy for the company was to take on a new edgy tone that was more conversational and fun. It turns out, the strategy was exactly the right one.