Australia loves a ‘classic’: Drumstick launches new ‘Classic’ platform via SICKDOGWOLFMAN

Australia loves a ‘classic’. Turning down the volume to find a car park? Classic. Getting a ‘2025 Premiers’ tattoo in March? Classic. Watching someone from Sydney try a hook turn? Classic. A delicious Drummie on a hot summer’s day? Also, Classic.

Since 1963, Drumstick has been a classic part of Australiana, still to this day holding the title as our ‘no.1 cone’. And to embrace the fact, Drumstick has kicked off 2025 with a new brand platform. Classic.

The campaign is led by a launch film and a range of 20+ situational, contextual, and location-based out-of-home executions, as well as social and digital executions, produced with long-term agency partner, SICKDOGWOLFMAN.

Says, Jess Wheeler, creative director, SICKDOGWOLFMAN: “There aren’t many out there that can genuinely lay claim to being a ‘classic’ brand. Or be confident enough to have a one-word positioning line. Classic. But Drumstick is one of them. When I think Australian summer – I think beach, I think cricket, I think tennis, I think scorching hot concrete, I think running through the sprinkler, I think Drumstick. And we felt it would be remiss of us to not entirely lean into this. We’re really excited to lay the groundwork with the Peters team for what will hopefully be a classically enduring platform.”

A series of bespoke ‘Saucy’ out-of-home executions will also feature to launch the new product, including custom-built variations.

Says Carla Loucas, marketing manager, Drumstick: “We are thrilled to introduce Drumstick’s ‘Classic’ campaign, which truly reflects the timeless appeal of our iconic brand. Our partnership with SICKDOGWOLFMAN has been instrumental in shaping this exciting new brand platform, bringing together the rich heritage of Drumstick with the pulse of today’s culture. This campaign is all about celebrating those everyday ‘classic’ moments that Australians can relate to, highlighting the enduring connection we have with our consumers. We’re confident that ‘Classic’ will resonate deeply with both loyal fans and new audiences, reinforcing Drumstick as a beloved Australian icon for years to come.”

Over the last five years, Drumstick has gone from strength to strength, achieving a remarkable 40% growth in retail sales during this period, and with the launch of the new ‘Classic’ platform, Drumstick is primed to continue this upward trajectory.

Client: Peters Ice Cream
Head of Marketing: Andrea Hamori
Marketing Manager: Carla Loucas
Brand Manager: Michael Dib
Creative Lead: Damian Kelly

Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Director: James Orr
Creative Director: Jess Wheeler
Design Director: Jake Turnbull
Designers: Blaine Gillian, Frankie Hopkins
Account Director: Victoria Concha
Account Manager: Tish Wiseman
Agency Producer: Nick Livingston

Production: The Producers
Director: Mitch Kennedy
Executive Producer: Tanya Spencer
Producer: Krystal Tomczak
Post Production: Manimal
Offline Editor: Denzil Heeger
Colourist: Trish Cahill
Online/VFX: Ryan Brett
Post Producer: Hannah Byrnand
Sound Production: Production Alley
Sound Design: Rodney Lowe
Media: Spark Foundry