 An aggressive advertising campaign by BBDO Canada featuring famous hockey players such as Mark Messier and Eric Lindros launched the "new" brand in 1997, and within eighteen months Lay's was selling twice the volume of products as it had been under the Hostess moniker.Hostess has largely disappeared, and recently the company dropped "Hostess" from its name, becoming Frito Lay Canada.The only remaining major Hostess retail product is Hickory Sticks, a flavoured potato stick brand which maintains broad distribution on par with other Lay's Canada brands.