Drumstick
Reimagining an iconic brand for a modern audience
CONTEXT
Drumstick is the OG sundae cone. But it was becoming lost in a cutthroat frozen dessert aisle driven by novelty and newness. Our task was clear: reignite people’s latent love & get them to reevaluate Drumstick for their next indulgent snack.
UNLOCK
Enjoying a Drumstick is like going on a flavor adventure with unexpected twists and turns. The crack of the chocolate shell. The surprise of a creamy sauce core. The glorious mess of roasted nuts. The beloved last bite of the chocolatey nugget.
We saw an opportunity to defamiliarize the familiar, turning Drumstick’s iconic flavorful experience into a brand ethos that would help Drumstick break free of the earnestness and expectedness of the category.
IDEA
Another day, another Drumstick
Enter Dr. Umstick. He’s part doctor, part action-hero, part philosopher-king, and 100% marketing spokesperson. A figure of action, he’s mystified by life’s mysteries and rightfully obsessed with Drumstick sundae cones. In each and every one of his adventures he celebrates how drumstick takes you away from the everyday with twists and turns in every decadent bite with a multi-faceted campaign with over 30 assets built to tell a story across channels.
Team
Dave Daines (Strategy Director), Carly Harrison (Strategist), Mark Fitzloff (Creative Director), Rob Palmer (Creative Director), Nate Corrado (Art Director), Lauren Olson (Copywriter)