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Welcome to Snackdown, a campaign that pits Drumstick sundae cones against your run of the mill everyday snacks, supporting a broader partnership with the WWE.
In four social films and digital banners, our spokesdoll Dr. Umstick drops, crushes, smashes, flings, and explodes stale, crumbly, dry snacks - all in the name of positioning Drumstick as the superior snack. Each execution goes beyond wrestling to connect with different interests and subcultures from Death Metal to 8-bit video games.
Drumstick is America’s most iconic sundae cone, synonymous with ice cream trucks, pools and summer. For our brand to continue to grow we needed to get people to think of Drumstick on more occasions.
Objective: Get people to see Drumstick as a snack, not just a special treat.
Audience: Promiscuous snackers 24-34 - always on the lookout for the new, the novel and the decadent.
Strategy: Take other snacks head on, showing why Drumstick is a better way to snack.
Brand Idea: Another Day Another Drumstick - anytime is the right time for a Drumstick.
We coined the campaign slogan SNACKDOWN! and partnered with the ultimate stage for our showdown - the WWE. This would give us the perfect opportunity to trash talk other snacks and position our cones as the superior snack.
The campaign launched with a TV spot on Wrestlemania 24, featuring John Cena and our spokesdoll Dr. Umstick.
But we knew this partnership would need to extend beyond the core WWE audience, so we created social assets designed to connect with broader subcultures like gaming + death metal.
This campaign is just launching, so we’re awaiting results.
In the U.S. the WWE is a massive spectacle featuring fictional wrestlers who are larger than life, talking trash to one another, and pretending to go head to head in the ring.
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