ARE WE
THERE YET?
Visual Identity
Distinctive Brand Assets
Packaging Design Suite
Path to Purchase Comms
THE Insight
Drumstick has long been part of the Aussie summer ritual, and to maintain this special place in the hearts of consumers, we set out to remind them why Drumstick is the perfect companion. We extended the portfolio with a new ‘Roadtripper’ proposition, a bold and nostalgic campaign that positions the brand as the soundtrack to the classic Aussie road trip.
THE VISION
Australians love shared, memory-rich journeys, so we created limited-edition “Big” landmark-inspired flavours and disruptive, chaos packaging that evokes collectible road-trip souvenirs. Through clashing, attention-grabbing colour, cheeky car-chat headlines and a through-the-line rollout, Roadtrippers enhances the masterbrand while driving standout shelf presence, emotional connection and reasons to choose Drumstick over inferior challengers.
SOMETHING BIG
THIS WAY COMES
BRAND STRATEGY
The idea of the Classic Aussie Roadtrip is universally loved and a perfect alignment with Australia’s favourite cone, the trick was to make the product offer appealing to today’s consumer and deliver it in a way that brought up fond childhood memories and sparked a desire to make new ones. The flavours needed to be authentic to the landmarks but no-one wants a ‘Big Prawn’ flavoured Drumstick. The Big Banana Caramel and the Big Rocky Road Rocking Horse hit the mark.
Hit the road!
RETAIL IMPACT
Staying true to the Drumstick masterbrand pack structure, the Roadtrippers lead with the masthead Drumstick gold logo as a sign of trust and quality. The use of bold, saturated variant coloured backgrounds was pivoted to unexpected clashing colours inspired by the flavour, but specifically aligned to the feeling of the place and the BIG landmark.
Our own version of chaos packaging, we decorated each pack with the stickers collected along the way. Been there, done that, got the Drumstick!
TELL ME
ABOUT IT!
CAMPAIGN SOLUTION
This clashing of modern colour was continued on to the through the line communication with headlines vibrating to catch the eye so they couldn’t be ignored.
Stickers were plastered onto touchpoints, from influencer kits to social posts, showing the flex of assets to continue the storytelling.
Headlines were born from shared memories in the car as we struggle to contain our excitement of getting to our destination. Terrible puns, Dad jokes and general silly-ness were our guiding principles. There is only so many times we can ask if we can “Have a pool!”
A journey to
write home about!
THE RESULTS
Aussie roadtrips were made better this summer with the launch of the Drumstick Road-Trippers brand. While on the road, making scorching days cooler and warming hearts, Road-Trippers out did themselves:
In the launch quarter, Banana Caramel multipack ranked the top three best performing NPD, with Rocky Road multipack following closely at number six.
The new brand gave back to the masterbrand by creating excitement around distinctly Aussie moments while solidifying Drumstick as a must have summer CLASSIC.
