MELBOURNE, AUSTRALIA – There are few summer traditions as classic as the great Aussie road trip. Endless highways, pointing at cows, leg-stretching servo stops, and, often, a series of blame-poking wrong turns. Marking the next iteration of Drumstick’s ‘Classic’ platform, which independent agency SICKDOGWOLFMAN launched earlier this year, Drumstick’s latest campaign brings the unpredictability and randomness of the road trip to life to launch its new Road Trippers range.
Drumstick’s Road Trippers are inspired by two of the nation’s most loved ‘big things’, with flavours including Rocky Road (a nod to the Big Rocking Horse in the Adelaide Hills) and Banana Caramel (a sweet salute to the Big Banana in Coffs Harbour).
The hero film, shot by The Producers, follows a family on a road trip that has gone spectacularly off-track. With a dad who refuses to admit he’s lost, despite careering through a corn field, perfectly captures the awkwardly familiar moments we’ve all grown up with (and then probably recreated ourselves later in life…).
The campaign is supported by a social series featuring Classic Servo Reviews with Georgia McCudden sharing her hot takes while visiting some of Australia’s most eccentric servos. From Bulga in NSW to Ballandean in Queensland and Batesford in Victoria, she uncovers the strange and wonderful treasures that turn ordinary pit stops into memorable adventures, from knitted dunny roll dollies to fly-covered thongs.
Jess Wheeler, creative director at SICKDOGWOLFMAN, said “We’ve been in love with this platform since it launched because of its ability to build narratives around modern Australian culture, and who doesn’t love a classic road trip? Whether you’re a stone’s throw down the highway or travelling all the way interstate, the servo stop for a Drummie is always a mandatory part of the schedule. As is getting horribly lost. I once had to walk through a farm and pay a guy $20 to siphon some petrol out of his truck. A story for another day.”
Carla Loucas, marketing manager at Peter’s Ice Cream, said “Drumstick is all about celebrating those classic Aussie moments, and nothing feels more Australian than loading up the car, hitting the road and finding joy in the journey. The Road Trippers range with our new Rocky Road and Banana Caramel flavours, brings that feeling to life. The team at SICKDOG and The Producers have knocked it out of the park once more.”
The campaign will run across TV, Out of Home, digital and social channels.
CREDITS
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
Senior Copywriter: Siobhan Joffe
Art Director: Leonie Duff
Copywriter: Tremayne Gary
Account Director: Victoria Concha
Account Manager: Tish Wiseman
Agency Producers: Nick Livingston, Amy Simmons
Production Company: The Producers
Director: Mitch Kennedy
EO: Tanya Spencer
Producer: Georgia Rankin
DOP: Tony Luu
Casting: Studio P
Post: Manimal
Post Producer: Crystal Nash
Colourist: Trish Cahill
Online: Ryan Brett
Sound Design: Production Alley
