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Drumstick, America’s 96-year-old iconic sundae cone, has been an Opinionated client since 2021.
This year, we continued the adventures of spokes-doll Dr. Umstick with the brand’s first ever integrated Super Bowl campaign.
The objective was to use advertising’s biggest stage to introduce our dynamic character to a broader audience, and remind the world that anytime is the right time for a Drumstick.
We paired our Drumstick-obsessed doctor with comedian Eric Andre in a teaser and :30 commercial that took place 36,000 feet in the air - because no matter where you are, or what you’re doing, there will always be Another Day, Another Drumstick.
On Super Bowl Sunday Opinionated managed Drumstick’s live social response campaign, where Dr. Umstick took over the brand’s X channel and shared his thoughts on what was happening during the game and commented on other brand’s ads. Actively engaging with brands like Pepsi, Door Dash and Burger King, our strategic tactics extended Drumstick’s reach beyond its owned channels to audiences of other high-profile brands with even bigger followings.
Following the game, André encouraged fans to sign a Change.org petition on Feb. 12, dubbed #DrumstickMonday, to make the day after the Super Bowl a national holiday.
Early results from the campaign were stellar. The week leading up to the Super Bowl was one of Drumstick’s strongest weeks ever, with a +36% sales growth and +4.9 share point gain YOY.
As of the end of February, Drumstick had +8.6% sales growth and +1.6 share point gain YOY. The campaign was successful in driving growth by bringing in new users and converting competitive shoppers. This led to HH Penetration of 20.5 (the highest ever and +0.4 pts vs Jan ’23). Last but not least, we grew distribution points by 5.3% YOY.
We've been so thrilled to have the Opinionated crew by our side over the last few years. Our latest Super Bowl campaign resulted in share gains and new buyers - a big win for a mature brand. - Kerry Hopkins, Head of Marketing
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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