Drumstick is embracing its part of Australiana culture with a new brand platform produced by long-term agency partner, SICKDOGWOLFMAN.
The campaign is led by a launch film and a range of 20+ situational, contextual, and location-based out-of-home executions, as well as social and digital executions.
“There aren’t many out there that can genuinely lay claim to being a ‘classic’ brand. Or be confident enough to have a one-word positioning line. Classic. But Drumstick is one of them,” Jess Wheeler, creative director at SICKDOGWOLFMAN, said.
“When I think Australian summer – I think beach, I think cricket, I think tennis, I think scorching hot concrete, I think running through the sprinkler, I think Drumstick. And we felt it would be remiss of us to not entirely lean into this. We’re really excited to lay the groundwork with the Peters team for what will hopefully be a classically enduring platform.”
Drumstick’s new campaign.
‘Saucy’ out-of-home executions will feature to launch the new product
A series of bespoke ‘Saucy’ out-of-home executions will also feature to launch the new product, including custom-built variations.
“We are thrilled to introduce Drumstick’s ‘Classic’ campaign, which truly reflects the timeless appeal of our iconic brand,” Carla Loucas, marketing manager, Drumstick, said.
“Our partnership with SICKDOGWOLFMAN has been instrumental in shaping this exciting new brand platform, bringing together the rich heritage of Drumstick with the pulse of today’s culture.
“This campaign is all about celebrating those everyday ‘classic’ moments that Australians can relate to, highlighting the enduring connection we have with our consumers. We’re confident that ‘Classic’ will resonate deeply with both loyal fans and new audiences, reinforcing Drumstick as a beloved Australian icon for years to come.”
The campaign features 20+ situational, contextual, and location-based out-of-home executions.
Drumstick unveils the OOH executions.
Client: Peters Ice Cream
Head of Marketing: Andrea Hamori
Marketing Manager: Carla Loucas
Brand Manager: Michael Dib
Creative Lead: Damian Kelly
Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Director: James Orr
Creative Director: Jess Wheeler
Design Director: Jake Turnbull
Designers: Blaine Gillian, Frankie Hopkins
Account Director: Victoria Concha
Account Manager: Tish Wiseman
Agency Producer: Nick Livingston
Production: The Producers
Director: Mitch Kennedy
Executive Producer: Tanya Spencer
Producer: Krystal Tomczak
Post Production: Manimal
Offline Editor: Denzil Heeger
Colourist: Trish Cahill
Online/VFX: Ryan Brett
Post Producer: Hannah Byrnand
Sound Production: Production Alley
Sound Design: Rodney Lowe
Media: Spark Foundry