Drumstick captures the joy of summer in new ‘Summer’s Here’ brand platform via SDWM
Aussie fan favourite, Drumstick ice cream, has launched its new brand platform ’Summer’s Here’ via independent agency SDWM.
For over 50 years, Drumstick and summer have been synonymous, with the product evoking a sense of nostalgia for Australians – memories of all the good times had while growing up. But a lot has changed in the last 12 months, let alone the last 50 years. That’s why the brand’s latest campaign, ‘Summer’s Here’, captures the pure joy summer can bring, targeting a new generation of Australians.
After what’s been a tough year, the campaign aims to remind people that summer isn’t just a season, it’s a mindset. The ‘Summer’s Here’ TVCs, directed by Kate Halpin from Sweetshop, transports a hero character out of the everyday and into a pool party world where the sun, fun and most importantly Drumsticks never end.
Says Andrea Hamori, head of marketing at Peters Ice Cream: “Summer is a time to enjoy yourself, connect with each other and create iconic memories. And that’s exactly what Drumstick is all about. The team at SDWM did a fantastic job bringing that universal feeling and the very essence of the brand to life.”
Says James Orr, creative founder at SDWM: “Drumstick has always been at the heart of Australian summer, so it’s been a lot of fun to create the ‘Summer’s Here’ platform and remind a new generation of Australians that summer is only a rip, lick and a bite away with Drumstick.”
The campaign launches across free to air and subscription TV and will be pushed out across digital, social and OOH channels.
Client – Peters Ice Cream
Head of Marketing – Andrea Hamori
Design Lead – Damian Kelly
Brand Manager – Tara Cook
Creative Agency – SDWM
Creative Founder – James Orr
Creative Founder – Elle Bullen
Design Founder – Jake Turnbull
Business Founder – Jarrick Lay
Copywriter – Alberta Gunner
Designer – Bella Plush
Project Coordinator – Caterina O’Brien
Producer – Kristy Fransen
Production company – Sweetshop
Director – Kate Halpin
Producer – Tom Davies
Managing Director – Edward Pontifex
Executive Producer – Greg Fyson
DOP – Campbell Brown
Post Production – Arc Edit
Post Producer – Michaela Fenton
Editor – Lucan Baynes
Colourist – Matt Fezz
Flame Artists – Heather Galvin
Casting Director – Stevie Ray
Stills Production – Accordion
Photographer – Christopher Tovo
Producer – Greg Toolen
Producer – Adam Litchfield
Retoucher – Jamie Phillips
17 Comments
[Insert brand] captures the joy of summer
Except this wallpaper has the unique, brand-defining shape of the drumstick on it. Insert [negative words] about your comment here.
Lovely, distinctive art direction guys. They grab attention out and about.
Why do they all eat the drumstick from the bottom? Is this a thing? And if so, where does the second bite come from, still from the bottom? I imagine it gets messy when you run out of wafer to hold when you get to the top.
Cos that’s the best bit innit.
Wall paper
Mojo made great work for this brand
Why is one of them in a Santa suit with fake judge hair?
Small agency started by a young crew gets on the Peter’s roster and makes a spot for Drumstick.
Well f’ing done SDWM.
Always the cleanest OOH. Congrats SDWM.
Bloody lovely work SDWM! Miss you guys x
Nice work Kate. x
Thanks for making an ad for us guys
Time to rip a cone!
We’re presenting to Cornetto next week and our line is “Rip into a cone”, which is heaps better. Haha.
Doing some lovely work at the moment, SDWM
Oh oops! This is really bad. Looks like a lot of effort and money for something very average. The old ads were so much better.