Objective
Shape consumer perception to treat eating occasion as a snack, not as a traditional dessert.
Insight
Snacking throughout the day has become a growing consumer behavior, but concentrated in chips and sweets instead of ice cream.
Strategy
Communicate Drumstick as a superior snack due to its multi-sensorial eating experience (chocolate coating, crunchy peanuts, crispy cone, vanilla, caramel, chocolate nugget).
Narrative
Launch a 'Snackdown' campaign demonstrating Drumstick is tastier than greasy chips and stale popcorn, and bring that to scale by partnering with WWE and WrestleMania 41.
Result
+24% brand preference, +16% ad recall, +10% sales lift.
