DrumstickSummer's Here
- Campaign
Scorching hot days, backyard sports, sticky ice cream hands. Drumstick is, was and always will be the undisputed taste of Australian summer. The experience of eating a Drumstick is no longer just about enjoying a sweet, creamy, treat. It’s also about the nostalgia that comes with it. Being transported to the feeling of summer. So we decided to launch a new platform that talks to this experience all year round. Drumstick. Summer’s Here.
We created three TVCs across two years, attracting a younger demographic of Drumstick eaters. The films follow a young person tearing a Drumstick wrapper and catapulting themselves out of dull reality and into an exciting summer party. Each spot ends with a satisfying crunch as the party-goers bite into the cone, framed inside the iconic Drumstick silhouette.
The Drumstick silhouette has become one of the brand’s most distinctive attributes, so for OOH we utilised this visual mechanic as a portal into summer, capturing moments of fun inside. Bold Drumstick colours filled the frame, drawing the viewer's eye into the scene. The campaign also featured across digital and social, cementing the new platform and allowing customers to experience the feeling of summer all year round.
