Drumstick Rolls Out First Super Bowl Sundae Campaign

Make it Super Bowl sundae.

Drumstick -- the frozen ice cream cone brand owned by Froneri (a joint venture between Nestlé and PAI Partners) -- will make its Super Bowl debut in 2024, with a 30-second ad starring comedian and actor Eric André (“Bad Trip”).

Set to air during the third quarter of the Feb. 11, the spot will continue the brand’s “Another Day, Another Drumstick” campaign centered around the idea that there’s no wrong time for a Drumstick. Following the Super Bowl spot, the campaign will continue through the summer.

“We thought this would be the perfect opportunity to bring America's favorite sundae cone to the biggest stage yet," Drumstick Marketing Director Kerry Hopkins said in a statement.

Created and directed by agency Opinionated, with creative ideation by prompt co.’s Lippe Taylor, the Super Bowl ad will feature brand’s spokesperson, Dr. Umstick, “a doll-sized bon vivant who is obsessed with Drumsticks,” alongside André.



In addition to the Super Bowl spot, the brand is also starting a petition to make the day after Super Bowl Sunday a national holiday. Not the first petition of its kind, the effort recognizes the large number of Americans -- as many as 19 million, according to some estimates -- who take the day off sick. The brand will introduce its “#DrumstickMonday petition next month in the lead up to the Super Bowl.

Drumstick is also running a related promotional sweepstakes. The company will ask fans to share how they would spend their “#DrumstickMonday” holiday, with one winner selected to “have their #DrumstickMonday dreams filled.” The brand noted it will share further details about the sweepstakes next month (perhaps including how they’ll coordinate with HR at the winner’s place of employment).


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