Drumstick, the 96-year-old ice cream brand, is breaking new ground with its first-ever Super Bowl ad. Teaming up with creative agency Öpinionated, Drumstick is ready to make a splash during the Big Game. Despite being around long before the Super Bowl, Drumstick has managed to stay relevant and capture the attention of ice cream lovers everywhere.
The Origins of Drumstick
Drumstick’s story begins in 1928 when a group of brothers in Texas came up with the idea of adding chocolate coating and nuts to a waffle cone. Little did they know that their creation, which resembled a chicken leg, would become an iconic treat enjoyed by millions. In the 90s, Drumstick was acquired by Nestlé, and in 2020, it became a part of multinational ice cream conglomerate Froneri.
Introducing Dr. Umstick
In May 2022, Drumstick and Öpinionated launched the “Another Day, Another Drumstick” campaign, featuring their biggest fan, Dr. Umstick. Dr. Umstick is a Thunderbirds/Team America-style marionette with a distinctive personality and a deep love for Drumsticks. The 15-second spots showcasing Dr. Umstick’s obsession with Drumsticks quickly gained attention, especially among late-night Comedy Central viewers.
The Tone of the Campaign
The “Another Day, Another Drumstick” campaign aims to remind consumers that Drumsticks are not just a summer treat but a delicious snack for any time of the year. The Super Bowl, being the ultimate snacking occasion, provided the perfect opportunity for Drumstick to make its mark. The campaign’s tone is eclectic and captures the attention of a broad audience by connecting with them emotionally and making them laugh.
The Power of Fluent Devices
When it comes to Super Bowl ads, using fluent devices has proven to be more effective than relying on celebrities. Fluent devices are slogans or characters directly associated with a brand and have been shown to boost short-term sales, long-term brand growth, and brand recognition. Drumstick and Öpinionated recognized the power of a fluent character and introduced Dr. Umstick as the face of the brand.
Drumstick’s Postmodern Mascot
Öpinionated wanted to find a mascot that would embody the brand’s vision and appeal to a modern audience. They created Dr. Umstick, a purposefully weird character with a bouffant hairstyle reminiscent of vanilla ice cream. Dr. Umstick’s universe is a blend of comedic references, featuring a scientist, a robot, and a scooter-riding Cabbage Patch doll. This postmodern mascot is a perfect foil for comedian Eric André, who joins Dr. Umstick on his Super Bowl journey.
Connecting With Consumers
One of the key strengths of Drumstick’s marketing efforts is its tone of voice. By setting the stage and creating a theatricality tone, Drumstick appeals to a broader audience and connects with them emotionally. The brand aims to make its characters relatable and likable, with Dr. Umstick’s cluelessness and good-naturedness adding to his charm. This connection with consumers is crucial for building brand loyalty and engagement.
The Super Bowl Ad and Beyond
Drumstick’s 30-second Super Bowl ad in the third quarter features Dr. Umstick and Eric André embarking on a journey together, accompanied by their favorite treat. The ad not only aims to connect with millions of viewers but also encourages them to participate in the #DrumstickMonday campaign. Drumstick wants to make the day after the Super Bowl a national holiday and invites fans to sign a Change.org petition. This initiative allows fans to potentially have their #DrumstickMonday dream fulfilled by Drumstick itself.
Success through Engagement
Drumstick has leveraged social media platforms like TikTok to engage with its audience and create a strong online presence. Through challenges and giveaways, Drumstick has successfully built a community of over 1.1 million followers on TikTok. The brand’s active participation in online trends and conversations has further boosted its visibility and created a deeper connection with its fans.
A Future Filled With Opportunities
With its first Super Bowl ad and the introduction of Dr. Umstick, Drumstick is poised for even greater success. The brand’s unique and engaging approach has opened doors to connect with a wider audience and showcase the personality behind the product. By investing in fluent devices like Dr. Umstick, Drumstick has positioned itself for continued growth and increased brand recognition.
See first source: Adweek
Q1: What is Drumstick, and why is it making its first Super Bowl ad?
A1: Drumstick is a 96-year-old ice cream brand known for its iconic ice cream cones. It’s making its first Super Bowl ad to reach a wider audience and create buzz during the Big Game.
Q2: What is the origin of Drumstick, and how has it evolved over the years?
A2: Drumstick’s story began in 1928 when it was created by a group of brothers in Texas. They added chocolate coating and nuts to a waffle cone, creating an iconic treat. Drumstick was later acquired by Nestlé in the 90s and became part of Froneri in 2020.
Q3: Who is Dr. Umstick, and how did he become associated with Drumstick?
A3: Dr. Umstick is a marionette character introduced in the “Another Day, Another Drumstick” campaign. He’s known for his deep love for Drumsticks and quickly gained attention, especially among late-night Comedy Central viewers.
Q4: What is the tone of Drumstick’s “Another Day, Another Drumstick” campaign?
A4: The campaign’s tone is eclectic and aims to connect with a broad audience emotionally by creating a sense of nostalgia and making viewers laugh. It reminds consumers that Drumsticks are a delicious snack for any time of the year.
Q5: What are fluent devices, and how do they contribute to effective advertising?
A5: Fluent devices are slogans or characters directly associated with a brand. They have been shown to boost short-term sales, long-term brand growth, and brand recognition in advertising, making them more effective than relying on celebrities.
Q6: Can you describe Dr. Umstick’s character and his role in Drumstick’s advertising?
A6: Dr. Umstick is a purposefully weird character with a bouffant hairstyle resembling vanilla ice cream. He represents the brand’s modern vision and adds a unique, postmodern element to Drumstick’s advertising. Comedian Eric André joins him on his Super Bowl journey.
Q7: How does Drumstick connect with consumers, and why is it crucial for the brand?
A7: Drumstick connects with consumers by creating relatable and likable characters, such as Dr. Umstick. This connection is crucial for building brand loyalty and engagement, making consumers feel a connection to the brand.
Q8: What is the #DrumstickMonday campaign, and how does it relate to the Super Bowl ad?
A8: The #DrumstickMonday campaign encourages viewers to sign a Change.org petition to make the day after the Super Bowl a national holiday. It’s related to the Super Bowl ad and allows fans to potentially have their #DrumstickMonday dream fulfilled by Drumstick itself.
Q9: How has Drumstick used social media, specifically TikTok, to engage with its audience?
A9: Drumstick has leveraged TikTok to engage with its audience through challenges and giveaways, building a community of over 1.1 million followers. Active participation in online trends and conversations has boosted visibility and created a deeper connection with fans.
Q10: What does the future hold for Drumstick, considering its first Super Bowl ad and the introduction of Dr. Umstick?
A10: Drumstick is poised for even greater success with its unique and engaging approach. By investing in fluent devices like Dr. Umstick, Drumstick has positioned itself for continued growth and increased brand recognition.
Featured Image Credit: Photo by Hannah Morgan; Unsplash – Thank you!