Dive into a delicious series of campaigns from the beloved ice cream brand, Drumstick, where playful creativity meets the spirit of unexpected fun. Each project showcases the brand’s personality, captivating audiences through engaging social content, eye-catching PR mailers, striking print collateral, and dynamic photo and video content. With a focus on igniting joy and sparking conversations, these campaigns truly embody the essence of Drumstick, inviting everyone to indulge in a little sweetness and adventure.
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 Aligned with the launch of Drumstick's first ever Super Bowl television commercial spot, we introduced the #DrumstickMonday campaign. This strategic initiative aimed to catalyze a movement, encouraging Americans to designate the day after The Big Game as a national holiday. A distinctive and playful look and feel were developed to unify all campaign assets, effectively communicating the motif of unexpected adventure inherent to the Drumstick brand. Deliverables of the campaign included social assets, media mailers, a Change.org petition, sweepstakes giveaway, Hyundai social partnership, influencer partnerships and beyond. The campaign received widespread recognition, securing placements in various esteemed media outlets, such as Good Morning America and Forbes. Drumstick Monday successfully positioned the brand at the forefront of cultural conversations, solidifying its presence and resonating with a diverse audience.

Key Outcomes:
5,300+ Petition Signatures
1,411 Total Placements
14,665,522,351 Earned Media Impressions
1,621% Increase in Placements
59 Headline Placements
717% Increase in Impressions
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 To launch the coldest collab of the summer, we leveraged social listening to engage our Gen-Z target audience and build online buzz for the new Drumstick x 7/11 Slurpee cone. By tapping into chronically online culture, we identified a viral trend of quirky Facebook Marketplace postings and a growing affection for Kei trucks. This insight perfectly aligned with the car culture surrounding 7/11, our brand partner. To bring this idea to life, we created a real Kei truck, adorned with branded graphics and a vibrant blue interior, and listed it on Facebook Marketplace. The twist: the truck was not for sale, but available only for trade to the quirkiest offer. The campaign was amplified with influencer content, an ice cream freezer-shaped mailer, the creation of a Dr. Umstick Facebook page, engaging social content, and more. As a result, the campaign drove significant brand awareness, social impressions, giveaway entries, and media placements in outlets such as Food and Wine, marking overall success for the Slurpee cone launch.
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