Drumstick, in collaboration with longstanding creative agency partner, Sickdogwolfman, has launched a new brand platform titled ‘Classic’. The campaign includes a launch film and over 20 situational, contextual, and location-based out-of-home executions, as well as social and digital executions.

The campaign also features a series of bespoke ‘Saucy’ out-of-home executions to launch the new product, including custom-built variations.

Drumstick has reported a 40% growth in retail sales over the last five years. The ‘Classic’ platform is expected to continue Drumstick’s upward trajectory in sales.

“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,” Carla Loucas, Marketing Manager at Drumstick, said.

“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.”

Jess Wheeler, Creative Director at Sickdogwolfman, said, “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.”