silver
Opinionated
A fully integrated campaign including a 3-minute kickoff film for Drumstick.
Dr. Umstick loves Drumstick. They are his muse, his security blanket, his best friend. With a Drumstick by his side, everything feels right. Not everything in Dr. Umstick’s life goes his way, but he takes it all in stride, knowing everything will be okay because there will always be Another Day, Another Drumstick.
This long-form piece became the signature “parent asset” out of which a full multi-channel campaign was born. The campaign ran nationally in the US and New Zealand markets.
The frozen treats section of the supermarket is a surprisingly cutthroat place. Our objective was simple: ignite people’s latent love of Drumstick. Defamiliarize the familiarity of the iconic sundae cone and get people to see it with fresh eyes.
Eating a Drumstick unfolds like a story. No two bites of Drumstick are the same. It is a story arc of crunchy, crispy, cool, crunchy, multi-flavored, multi-textural indulgence.
OUR STRATEGY:
Take people away from the everyday with surprising twists and turns in every bite.
We set out to create a campaign that would reignite people’s latent love for Drumstick by defamiliarizing the familiar. Enter our character Dr. Umstick. He’s part doctor, part action-hero, part philosopher-king, and 100% marketing spokesperson.
The integrated campaign, with our 3 minute film at its center, garnered over 1 billion media impressions overall and exceeded all benchmarks for ad recall, awareness and purchase intent. More importantly, Drumstick saw a 15% sales lift year over year.
Drumstick is an incredibly iconic sundae cone in the US market. It’s a treat you eat growing up as kid, and there’s a lot of nostalgia surrounding the brand. In fact it’s so iconic that many store brands started to copy it, which led to many Drumstick lookalikes in the grocery aisle. Our campaign was meant to re-establish this iconic cone as the king, but do so in a way that was fresh and exciting.
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