The Minnesota Twins will leverage the 30th anniversary of the 1991 World Series team by selling a limited amount of customized products in-stadium only.
Jorge Polanco #11 of the Minnesota Twins hits a triple against the Chicago White Sox in the eighth inning of the game at Target Field on August 11, 2021 in Minneapolis, Minnesota. The Twins defeated the White Sox 1-0.The Minnesota Twins consider it an energy moment, designed to keep fans engaged in its product during a down year while celebrating one of the better times in franchise history.
"It's leaning into something that's old and making it feel new again so that the younger generation that we struggle to reach is interested in coming to the ballpark," Heather Hinkel, Twins vice president of brand marketing, told CNBC.The 1991 Twins, led by outfielder Kirby Puckett and pitcher Jack Morris, won the seven-game World Series against the Atlanta Braves on Oct. 27, 1991. It was the franchise's second World Series in the Minnesota era.
But in 2021, the Twins are 17 games removed from first place in MLB's AL Central division. So competing for a third title this year is a longshot. But, with 81 home games to sell, the club needs ways to entice fans to continue attending games at Target Field. Outfielder Kirby Puckett #34 of the Minnesota Twins leads the cheers during the celebration after winning Game Seven of the World Series against the Atlanta Braves at the Metrodome on October 27, 1991 in Minneapolis, Minnesota.It's betting a marketing concept that emulates one used by McDonald's can help.
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