Drumstick is America’s most iconic sundae cone. But the frozen treat aisle is cutthroat — everyone’s looking for what’s new and novel. So we set out to create a campaign that would reignite people’s latent love for Drumstick by defamiliarizing the familiar. Enter Dr. Umstick. He’s part doctor, part action-hero, part philosopher-king, and 100% marketing spokesperson. A figure of action, he’s mystified by life’s mysteries and rightfully obsessed with Drumstick sundae cones. In each and every one of his adventures he celebrates how drumstick takes you away from the everyday with twists and turns in every decadent bite with a multi-faceted campaign with over 30 assets built to tell our story across channels.