Iconic Aussie ice-cream brand proves its a classic in latest campaign, via SICKDOGWOLFMAN
Australians love a ‘classic’, and that’s exactly what fan favourite ice-cream brand Drumstick is leaning into in its latest campaign, via SICKDOGWOLFMAN.
Since 1963, Drumstick has been a classic part of Aussie culture – to this day, it holds the titles as the ‘no.1 cone’. The new brand platform, ‘Classic’, embraces that fact, reminding people that an Aussie summer isn’t complete without a Drumstick ice-cream.
Familiar ‘classic’ moments include turning down the volume to find a car park, getting a premature 2025 Premiers tattoo, watching Sydneysiders attempt Melbourne’s hook turns, and, last but not least, enjoying a Drumstick on a hot summer day. Classic.
Over the latest five years, Drumstick has achieved a 40% growth in retail sales, and the launch of the new ‘Classic’ platform hopes to continue this momentum.
“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,” said Jess Wheeler, creative director at SICKDOGWOLFMAN.
“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,” he continued.
“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.”
Carla Loucas, marketing manager at Drumstick, said the brand platform “truly reflects the timeless appeal” of the iconic brand.
“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,” Loucas said.
“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 is led by the launch film, and is supported by social, digital, and over 20 ‘Saucy’ situational OOH placements.
Credits:
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
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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