Drumstick is reminding adults they can still have fun like kids, urging them to “ungrow up.”
In hero spots for the Nestlé ice cream cone brand, adults loll about in kiddie pools and play with toy cars. Drumstick Canada marketing director Matt Knoepfli says an idea behind the campaign is that if someone warned us about what being a grown up meant, we all might have savoured being kids a bit more.
“Gyms are way more fun when they’re the jungle variety, recess from class is more freeing than a recess from court – we want what kids have and they take it all for granted,” Knoepfli says. “So we’re reminding Canadians to grab a cone and ungrow up for even a few minutes.”
The agency partner is Dentsu Creative/Dentsu Canada, which works on the brand on a project basis, along with other Nestlé staples like Häagen-Dazs and Perrier.
Knoepfli explains that Nestlé is hiking its investment levels in Drumstick, which allows it to be “more ubiquitous.”
“It also means we’re going to show up in more media channels and each plays an important role to the campaign,” Knoepfli says.
Knoepfli tells strategy it’s been about a decade since it’s invested to this level in mass brand communication and that Nestlé is excited to bring this iconic Ice Cream brand back into the media spotlight.
“We’ve seen great momentum on Drumstick over the last five years via supporting the brand in places other than media,” he says.
The 360 campaign’s target is young adults, with Thrive handling the buy and EGS the PR.
South of the border, the brand leaned into the summer fun aspect of the brand positioning putting a Drumstick mini truck up for trade on Facebook Marketplace earlier this week and encouraging fans on TikTok to chime in with wacky, but legitimate, offers for the vehicle.
